Nike, Inc.: Play campaign

Kathy Peacock

"Just Do It" became one of the most recognizable catch-phrases in advertising. It belonged to Nike Inc., the Oregon-based company that dominated the athletic footwear and sports apparel industry beginning in the 1980s.

Nike, Inc.: Play campaign

Kathy Peacock

OVERVIEW

"Just Do It" became one of the most recognizable catch-phrases in advertising. It belonged to Nike Inc., the Oregon-based company that dominated the athletic footwear and sports apparel industry beginning in the 1980s. Long known for its television and print ads featuring superstar athletes who personified the "just do it" ethos, Nike conceived its "Play" campaign to appeal to the opposite demographic—those who preferred a more lighthearted, less strenuous approach to fitness. Toward this end the advertising agency Wieden + Kennedy, based in Portland, Oregon, created a series of television spots...

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