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Each week, one bold case study or evidence-based insight to help you think different and grow fast.
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How a simple brand mantra turned Nike from underdog to icon.
The Backdrop: Nike vs. Reebok, 1988
In the late ’80s, Nike was losing ground.
- They were seen as a brand for serious athletes only.
- Reebok was dominating the growing everyday fitness market — aerobics, casual runners, gym-goers.
- Nike had the gear, but not the vibe.
They didn’t need a better product — they needed a better positioning.
The Strategy: A 3-Word Brand Revolution
That’s all it took to reframe the brand.
Enter the line that changed everything: “Just Do It.”
Three words that redefined Nike’s identity — and invited everyone to participate.
It told people:
“You don’t have to be a pro. Just move.”
The message was:
âś… Simple
âś… Emotional
âś… Aspirational
âś… Universal
Whether you were running marathons or walking to the mailbox, you felt like an athlete.
The Results: Â Brand Rocket Fuel
Sales grew from $800M to $9.2B in under a decade
“Just Do It” became one of the most iconic taglines in history
Shifted Nike from niche sportswear to global cultural force
Why It Worked
It wasn’t just a slogan — it was a belief system.
It was a movement — a brand identity in 3 words.
- Short enough to be remembered
- Emotionally resonant
- Broad enough to unify millions
- Built a movement, not just marketing
Nike didn’t sell sneakers.
They sold the belief that you could become more — if you just started.
Takeaway
Your brand needs a mantra.
Not a slogan. A magnetic idea people can rally around.
✅ 3–5 words
âś… Emotion-led
âś… Feels inclusive
Try This
What’s your “Just Do It”?
Write a 3-word statement that captures what your brand stands for — not what it sells.
Send it over. I’ll send you feedback (free).