Case Study: Nike The Power of a Core Message
For more than 35 years, Nike has anchored its brand in three simple words: Just Do It. No matter the decade, no matter the cultural moment, those words have been the thread tying their marketing together.
- In the late 1980s, the very first Just Do It ads featured everyday athletes, showing that movement wasn’t just for pros — it was for everyone.
- In the 1990s, they carried the same message into campaigns with icons like Michael Jordan and Serena Williams, showing that greatness is simply the act of showing up and doing the work.
- In 2018, the Colin Kaepernick campaign boldly reframed Just Do It as a call to stand by your convictions: “Believe in something. Even if it means sacrificing everything.” It sparked global conversation — without ever abandoning the core message.
Core Message (North Star):
Human potential is limitless.
CTRL (Clarified Core):
Just Do It.
ALT (Angles):
- Elite athletes breaking barriers.
- Everyday people overcoming excuses.
- Social justice as a form of courage.
Reframe (Stories / Context):
- Paralympians training → “Just Do It” against all odds.
- Serena Williams campaign → persistence and motherhood.
- Colin Kaepernick campaign → protest reframed as action.
Takeaway:
Nike proves one sticky CTRL can fuel decades of fresh campaigns without losing clarity.
