By Ed Kemp, Marketing, 18 July 2008, 10:12am

Nike campaign celebrates 20 years of 'Just Do It'

LONDON - Nike is set to launch a global TV ad campaign celebrating the 20th anniversary of its 'Just Do It' slogan ahead of this summer's Beijing Olympics.

The 60-second ad, called 'Courage', will feature athletes sponsored by Nike over the years, including basketball legend Michael Jordan, former Wimbledon champion John McEnroe and seven-time Tour de France winner Lance Armstrong. The ad will also feature contemporary stars, including Cristiano Ronaldo, Kobe Bryant, Rodger Federer and Liu Xiang, as well as South African sprinter and double-amputee Oscar Pistorius, who had hoped to compete at this summer's Olympics.

In total, 31 athletes appear in the ad, which was created by Wieden & Kennedy. The spot launches in selected markets on 19 July and will be rolled out globally a week later.

The soundtrack to the ad is All These Things That I've Done by The Killers. The campaign will be supported by an interactive website at www.nike.com/courage, where visitors can explore the stories behind the athletes and add comments.

You must log in to use Clip & Save

All Comments

Ed Kemp - 18 July 2008

'Just do It' is the best strapline ever.

Ed Kemp - 18 July 2008

...that and 'It's better to die like a tiger than live like a pussy'...

joe thomas - 18 July 2008

Wise words Jim.

Nike should make a campaign that focuses on the greatness of lance armstrong...forget all these other 'losers'

Ed Kemp - 18 July 2008

True. Lance is number 1. He was tested over and over and they found nowt... He was streets ahead of everyone even as a 15-year old triathlete and I doubt very much he'd have been on EPO then...

Andrew McCormick - 18 July 2008

Ronseal Quick-Drying Wood Stain has the best tagline ever. Who ever thought that varnishing products could get such a high profile?

Ed Kemp - 18 July 2008

Wrong. It's 'Just do it'...

shotgunseamus - 18 July 2008

Wrong. It was 'No surrender' for the 2007 RWC

Ed Kemp - 18 July 2008

Hmmm, well as for Adidas I can't work out if 'Impossible is nothing' is really clever or dyslexic...

joe thomas - 18 July 2008

Clearly it's brains 'Always half full. More positive thinking from brains'.

dano - 18 July 2008

its an awful strapline. it doesnt mean anything. Just do what? it? crime? time? some work?

it bears no relation to the brand and its only the fact it hasnt been changed for 20 years that anyone knows that it has anything to do with Nike.

Do people pronounce the E in Nike by the way?

discuss.

shotgunseamus - 18 July 2008

Perhaps it's what they shout at their workforce to make them stitch faster.

joe thomas - 18 July 2008

Its lasted 20years for a good reason though...people actually like it Dano. Basically get on with it with minimal fuss. You didn't see 7 time Tour de France winner Lance 'the legend' Armstrong giving up. He just got back on his bike and 'did it'!

Nike should be pronounced without emphasising the 'e', unless you are a nerd or american

Ed Kemp - 18 July 2008

What it means is no excuses, no ifs, no buts, just get on with it...Quality.

The 'E' in Nike is pronounced by people in Nike.

dave scarletsrule - 21 July 2008

Cristiano Ronaldo?! What a complete tit! He’s not in the same league as some of the legends listed!

dano - 21 July 2008

I can think of much better slogans:

where in the world? PC World

you can do it if you B AND Q it

Gilette- The BEST a man can get

Beanz Means Heinz

Snap, Crackle Pop

etc etc.

Ed Kemp - 21 July 2008

I agree, Ronaldo let's the whole ad down...

Nathan Strawn - 21 July 2008

Most people in the States say NIKE with the "E" but most of them just mention the style of the shoe rather than say Nike i.e. I picked up some Air Maxes yesterday

Nathan Strawn - 21 July 2008

I dont think Ronaldo deserves to be mentioned in the same breath as the others, but i think Nike wanted to do the whole "then" and "now" thing, like they are continuing the tradition, Ronaldo maybe being a future legend. No?

dave scarletsrule - 21 July 2008

Ronaldo should not be in there. Everyone is completely bored of this ongoing transfer saga of the century. Not just that though, he's actually a complete choud. I don't think Nike should associate themselves with him. He should p*ss off to Madrid and then let umbro sign him up. Sorted.

dave scarletsrule - 21 July 2008

PC WORLD?! you fool

Devin Parmar - 24 July 2008

If there was a strap line for Ronaldo Dave, it would quite rightly have to be "Ronaldo, he's a complete chould"! Its magic! I can see it out lasting "just do it" by miles! Have that Nike with your big idea!