How “Just Do It” was conceived by Wieden & Kennedy for Nike

Just Do it. - Nike

Famous taglines. They’re a dime a dozen but the really good ones seem to stick around forever. For example, Nike’s “Just Do It.”, a phrase that has was coined by Wieden & Kennedy in 1988, still endures even to this day. But where’d it come from? For those of you who have seen the documentary Art & Copy it’s origin may be old news, but I was reminded of it’s odd story while digging around YouTube earlier. I don’t want to give it away so you’ll have to watch the clip above. Also be sure to watch the entire documentary, it’s a real gem (and it’s streaming for free on Netflix).

October 15, 2012 / By