After stumbling badly against archrival Reebok in the 1980s,
Nike rose about as high and fast in the ‘90s as any company
can. It took on a new religion of brand consciousness and
broke advertising sound barriers with its indelible Swoosh,
“Just Do It” slogan and deified sports figures. Nike managed
the deftest of marketing tricks: to be both anti-establishment
and mass market, to the tune of $9.2 billion dollars in sales
in 1997.
—Jolie Soloman
“When Nike Goes Cold”
Newsweek, March 30, 1998
Nike rose about as high and fast in the ‘90s as any company
can. It took on a new religion of brand consciousness and
broke advertising sound barriers with its indelible Swoosh,
“Just Do It” slogan and deified sports figures. Nike managed
the deftest of marketing tricks: to be both anti-establishment
and mass market, to the tune of $9.2 billion dollars in sales
in 1997.
—Jolie Soloman
“When Nike Goes Cold”
Newsweek, March 30, 1998
One of Nike's most successful marketing campaigns, supported with advertisements including memorable sporting figures such as Bo Jackson, John McEnroe and later, Michael Jordon.
It is now one of the most recognised slogans in the world.
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