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Nike, Inc / Created via Midjourney
1977
This early Nike slogan emphasized the brand’s philosophical approach to athletics. Introduced in their first major brand advertisement, the slogan focused on improvement and continuous effort. Targeting both athleticism and its shoes. The campaign normally showcased no Nike products, only the message of perpetual athletic pursuit.
1988-Present
Bar none, Nike’s most iconic slogan debuted in a TV commercial featuring 80-year-old marathoner Walt Stack. Dreamed up by Wieden+Kennedy in the late 1980s. Some people think the slogan was inspired by convicted murderer Gary Gilmore’s last words (“Let’s do it”). The campaign helped Nike increase its North American market share from 18% to 43% within a decade. The tagline has become ubiquitous in the Nike brand.
1989-1990
Built around the athlete Bo Jackson, this campaign showcased his versatility in football, baseball, and other sports. The ads featured Jackson alongside musician Bo Diddley, repeating “Bo Knows” for different sports. The slogan boosted Nike’s cross-trainer sales by about 50%.
1995
This slogan advocated for gender equality in sports, targeting young female athletes. Advertisements highlighted statistical benefits of female sports participation, with girls stating facts like “I’ll be 60% less likely to get breast cancer.” The campaign refocused Nike’s efforts on investment in female sports, making the brand equally popular with both genders.
2008
This slogan/campaign, aimed at competitive athletes, emphasized relentless self-improvement. Featuring athletes like LaDainian Tomlinson and Steve Nash set to Saul Williams’ “List of Demands,” it highlighted mental toughness with lines like “Training is the opposite of hoping.” The campaign was developed due to Nike’s rivalry with Under Armour during the 2008 Olympics.
2010
This World Cup-themed campaign told athletes that they could shape their own identities. Directed by Alejandro González Iñárritu, the cinematic ads starred Cristiano Ronaldo, Wayne Rooney, and Roger Federer, imagining alternate futures based on pivotal moments. The campaign went viral with 50 million online views and tripled Nike’s Facebook following.
2010s
Promoting teamwork and passion, this slogan appeared in campaigns for team sports. Ads depicted athletes overcoming adversity in physically demanding scenarios. The slogan often accompanied imagery of grassroots athletes. It played on Nike’s “for everyone” philosophy.
2012
This slogan was released during the London Olympics (when Nike lost official sponsorship to Adidas). Focusing on everyday people rather than professionals. It featured non-elite athletes in ordinary settings with the tagline “Greatness is not in one special place. It’s wherever somebody is trying to find it.”
2017-2018
On the heels of the Black Lives Matter movement, this campaign promoted racial and gender equity in sports. Featuring athletes like LeBron James and Megan Rapinoe in black-and-white ads with the tagline “Equality has no boundaries.”During the campaign, Nike donated millions to organizations, including the NAACP and PeacePlayers International.
2018
This controversial campaign, Featuring Colin Kaepernick, linked athletic ambition to social justice activism. It taught people the phrase, “Believe in something, even if it means sacrificing everything.” But the slogan created both protests and praise. The campaign won an Emmy and increased Nike’s stock value by approximately $6 billion.
2024-Present
Most recently, Nike’s return to Super Bowl advertising after 27 years featured this defiant slogan focused on female athletes. The campaign’s message—“Whatever you do, you can’t win. So win.”—has challenged societal limitations faced by women in sports. The ad featured prominent athletes like Caitlin Clark and was narrated by Grammy-winner Doechii, set to Led Zeppelin’s “Whole Lotta Love.”
