Marketing Legend: Shaping the Soul of the Brand (Continued)

In 1988, Nike launched the slogan "Just Do It". This concise and powerful slogan has become the soul of the Nike brand and has profoundly influenced the sports concepts and life attitudes of global consumers. The birth of this slogan originated from the inspiration of Dan Wieden, the creative director of the advertising company Wieden+Kennedy. At that time, Nike was facing fierce challenges from competitors such as Reebok, especially in the women's sports shoe market. When Dan Wieden was conceiving the slogan for Nike, he was inspired by the last words of Gary Gilmore, a death row inmate in the United States, "Let's do it", and changed it to "Just Do It", aiming to encourage people to put aside their worries, bravely pursue their goals, and actively participate in sports.
Once "Just Do It" was launched, it quickly became popular around the world. It is not only concise and easy to remember, but also has a strong appeal and appeal, which can inspire people's inner motivation and courage. Nike has launched a series of wonderful advertising campaigns around this slogan. These advertisements are based on real stories and passionate sports scenes, conveying a positive sports spirit and attitude towards life. For example, one of the advertisements features an 80-year-old man, Walt Stack, who insists on running 17 miles a day. The advertisement shows his firm eyes and agile posture when running, coupled with the slogan "Just Do It", which is very inspiring. These advertisements are widely disseminated through various media channels such as television, magazines, and the Internet, making Nike's brand image deeply rooted in the hearts of the people.

The influence of the slogan "Just Do It" far exceeds the advertisement itself. It has gradually evolved into a cultural phenomenon and life attitude, and is widely used in various occasions. It has become a motto that inspires people to pursue their dreams and challenge themselves. It allows Nike to establish a deep emotional connection with consumers, making Nike no longer just a sports brand, but also a spiritual symbol and cultural symbol, representing the spirit of courage, persistence and self-breakthrough.

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