Nike is an American company that designs, develops, and manufactures sport footwear, clothing, and equipment. They were founded in 1964 in Eugene Oregon by Phil Knight and Bill Bowerman.
The brand hired Wieden and Kennedy, an advertising agency in Oregon, to help with their marketing campaigns in 1987 becuase they were struggling to compete with Reebok. Wieden had heard that a Utah killers last words on death row were ” Let’s do it.” Wieden was inspired by the statement and like the ‘do it’ part but needed something to tie it together. They wanted something that spoke to people working out to get in better shape, something that spoke to the olympic athletes, an everyday athletic brand. They decided on Just Do It and premiered it in a 1988 commercial that featured an 80-year old runner.