Just Do It
In 1988 Nike launched the now legendary ‘Just Do It’ campaign. To celebrate the 30th anniversary of this momentous moment in the history of marketing Nike have produced the JDI (Just Do It) range. It includes special versions of classic silhouettes like the Air Max 1 and Air Force 1. Each decorated with classic branding placed at unusual points across each shoe. Along with these, the collection includes a brand new high performance running silhouette, the EXP-X14.
The ‘Just Do It’ slogan was conceived in a single meeting as the advertising agency, Wieden+Kennedy. Nike’s wish was to have a punchy tag line that was not aimed at a single demographic. They wanted to appeal to the athletic and growing lifestyle market. The slogan had to have some edge, but also promote sportsmanship and healthy living. ‘Just Do It’ fitted the brief perfectly. It was short, simple and was full of competitive energy. It did not lend itself to one ethnic group and was almost aggressive, but also encouraging. It told the consumer that they can reach new fitness goals with the help of Nike products.
The Nike EXP-X14 demonstrates just how far Nike have come in regard to technical advances that help their customers to ‘Just Do It’. It is ultra-lightweight with the close-but-flexible Flywire lacing system that can be seen through the translucent top layer of upper. This sits on a TPU midsole with a Zoom Vaporfly tapered heel and a React enclosed cushioning unit for low-profile responsive performance. The Swoosh is shrunken and sits on the padded collar section, with ‘Just Do It’ taping and a streak of colour running down the midsole.
The 'Just Do It' range will be available at 5 Pointz from 8:00am 28/06/2018. Visit our site to register your interest in products now.