Nike's first ever marketing campaign cost them a dollar. How? Find out here.

1. Nike 1988

2. What was
the
message?
• The message in this campaign was pretty
straight forward and Nike used their famous
slogan “Just Do It.”
• This was the first ever campaign that Nike
had carried out on a wide scale.
• The message was aimed at people who
were athletic, gym enthusiasts and
everyone else, to try and get them to go out
more and exercise to reach new heights.

3. How
successful
was the
campaign?
• Looking at the history of campaigns between
different companies such as Adidas, which is
Nike’s biggest rival till today. Nike still had the
upper hand on this as the slogan they first
used is now famously known by millions of
people across the world.
• Nike didn’t do much in the video, all they
showed in the video was a person picking up
shoes and going out for a run and saying “Just
Do It.” From such a small video, it reached
millions of people and instantly became
famous.
• It is ranked as one of the best marketing
campaigns of all time that changed the world
and it is clearly showing.

4. Marketing
Budget
• When the company first launched, it was a
very small business with an even smaller
marketing budget. This meant that they
could not expand as quickly as they would
have liked so they used that budget to
advertise with a small video, which back in
the 1980’s cost a really small amount as
compared to now, with their annual
forecasted marketing budget is 3 to 4 billion
dollars.

5. Market
Share
• Since the launch of the company, Nike has
reached new heights every year and they
are known for producing industry breaking
marketing campaigns. With the added
benefit of celebrity endorsements, some of
the most famous athletes (Lebron James)
and celebrities (Drake) have been associated
with Nike, which has their product line
increasing as well as their market share.