Afraid of Your Goal? Just Do it Anyway

In 1987, advertising agency Wieden + Kennedy created a simple, three word slogan that would go on to become an integral component of the Nike brand: Just do it. The tag was a last-minute addition by agency founder Dan Wieden who felt the athletic brand needed a tagline to pull the different components together. Agency creatives weren’t sure it was needed. Nike wasn’t sure they needed it. The first round ran with the tag…

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