Redefining Communication for a New Generation, or Freshening a Brand for the Old Generation

I do like Nike. Nike put Just Do It out there into the universe twenty some odd years ago, and clearly people bought into it without any additional definition from Nike. Of course there were the commercials, the merchandise and the celebrity endorsements. Everybody does it.

People embraced the concept, though. It didn't matter what they were doing, playing checkers or playing football, going to school or going to work, the Just Do it mantra was in their head. I'm pretty sure it gave rise to 'git 'er done'. This year they, meaning Nike and their ad agency, decided to freshen the brand.

What does that mean? Are they abandoning Just Do It? Well, not exactly. They seem to be expanding, but from a strong statement to a weaker one. Think about it. If someone tells you to Just Do It are you motivated? What about if someone tells you there are Possibilities? The new ad campaign is about possibilities. So is it the same thing?

I don't think so. Just Do It is a command, an exhortation to get out of your own way and succeed. Possibilities just says something is out there, and it could happen, but it also couldn't. It's just a possibility. In the same way it's a possibility I could be like Mike. The two phrases just don't mean the same thing, and one is much more inspirational to me than the other. The wording matters.