THINKING
Nike Re brand Strategy
Nike was conducting an agency review. Sales were slipping and the concern was that "Just do it." was no longer relevant as they had gone from being a challenger brand to the category leader. I'd seen a lot of ideas floating around the agency but felt they were too soft. "Just do it." was an incredibly strong call to arms, you can't go soft after that. I had this idea that if "Just do it." was a challenge to you the athlete then wouldn't they respond with an equally strong statement like "I can." I tried to get my idea in front of several CDs but everyone was too busy. The next night I wrote out the rationale, sample lines and an implementation strategy, bound it in a little book and slid it under the door of one of the CDs. The next afternoon Dan Wieden came to my desk, shook my hand and thanked me for helping to save the agency. We went on to present the idea to Nike who liked it and as a result W+K was able to retain the account. I do want to go on the record as saying that a good many of us never thought they should have messed with the line to begin with, and in the end we were able to convince them to go back to just do it, but it was still a nice personal victory.
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