Just Do It 2.0

Posted on March 28, 2012


It’s the gift that keeps on giving. Nike dominated the athletic gear market in the 1990s thanks to its ubiquitous “Just Do It” slogan and Swoosh logo (worldwide sales increased from $877 million 1988 to $9.2 billion in 1998, according to the Center for Applied Research).

What makes “Just Do It” in my opinion the strongest slogan of all time is that it embodies a lifestyle that is so easy for a) the company to promote and b) consumers to adopt. This is why Nike has succeeded in seamlessly bringing its timeless ad campaign into the world of social media.

Social media for a corporation is all about interacting with consumers and potential consumers. Oftentimes, this interaction feels forced – the corporation can try to hide the fact that its goal is trying to sell more product, but really, that’s all it’s trying to do. Coca-cola isn’t a lifestyle, McDonald’s should not be a lifestyle, the Gap might have been a lifestyle in the ‘90s but it isn’t anymore… “Just Do It” is no longer a slogan for Nike – it is a lifestyle and its way of genuinely interacting with consumers on social media.

Take the following Twitter conversation for example:

 Morgan Shuker@LifeAfterBagels

Just earned my @Nike Training Club rebel badge #makeitcount #PROOF


@LifeAfterBagels Motorcycle jacket and bad attitude sold separately. Keep on killing it daily.

Morgan Shuker@LifeAfterBagels

hahaha I totally chuckled at that! RT @Nike @LifeAfterBagels Motorcycle jacket and bad attitude sold separately. Keep on killing it daily.

Reading down Nike’s central Twitter handle is astonishing – it replies to every tweet people send to “@Nike”. Many of these tweets include people posting pictures of their new shoes and something along the lines of, “Got my new Nike’s today!” At first glance, what is there to respond to there? It isn’t a complaint (which would be the main reason why other corporations would bother to reply to a tweet); it isn’t even asking a question.  So why is Nike using resources to reply?

Because these Twitter followers are living the “Just Do It” lifestyle. They use the apps, they buy the gear, they are everyday athletes.  And Nike wants to keep the conversation alive.

Day 240 by Perfecto Insecto