To "Just Do It" or Not

In the recent months Nike has celebrated the slogan's ("Just Do It") twentieth birthday. Well known and infamous for Michael Jordan's role in advertising and marketing, one may wonder why in the world they would want to change the slogan all of a sudden? Well first of all, we all know that Jordan has retired. That really has nothing to do with it though. The slogan was changed on behalf of European women.

Nike felt that this new slogan will profit the women more. Also that it would be good for advertising and marketing purposes. They wanted a more feminine and "softer" approach. More specifically European, university women.

Spark major hoopla? Well put it this way... these ladies are not about to trade in their J's for flip flops anytime soon. They are hitting the courts! Let the game begin, baby.. lol

Okay, on a serious side (don't want to be too goofy lol) this campaign was created in Amsterdam in the office of Weiden+Kennedy. In this campaign there are five short cartoons that depict five of the top European female athletes.

One particular clip shows Maria Sharapova (a tennis player) when she was younger and in doubt about her abilities to be a professional tennis player. There are quotes like "you won't stay on the top for long" or "you are just another pretty face". Then in the end there is a surprise when she makes up the "I" in "Here I Am".

One of the major reasons behind using this slogan and the message that Nike is trying to get across is that there is more to sports staying fit and competing. It is about building self confidence and self esteem as well. They implemented the cartoons to keep it to where it wasn't so intimidating. Nike felt as though the college age ladies in Europe weren't as competitive as the men were. By doing this, it would boost esteem and encouragement. All of the research and statistics are based solely on Eurpean women, not American women.

Creative director, Mark Bernath, states that the "Here I Am" slogan is more apt to draw the ladies into wanting to do more things like exercise. It is a more personal thing verses being competitive.