Nike: Just do it. This phrase has become one with many implications. Society is trained to look at the nike sign and say in their head just do it. Their ads say to just do it with a motivating caption or a picture of someone successful and strong, implying that if we buy this product we will automatically be as successful. Their ads link fame and success with buying this product or "just doing it". Nike sneakily paired the two and created this correlation that if you buy it you will just magically become whoever you see in their ads. I have nike shoes, and while they're great running shoes, they have not magically made me become tiger woods. Nike: Just do it is a signifier which should only represent a product, but also represents a lifestyle and a successful one at that. We automatically think of strength, power and success when we hear those three words. The phrase has made the impossible seem possible. The simplicity of the phrase makes it seem easy to do whatever you want, just do it. Nike has used this sign to create a lifestyle which is impossible to achieve without their product. Their product is now a gateway to success and healthy living.
In a business sense, the slogan "Just Do It" is pretty brilliant. On one hand, the phrase is used to inspire consumers to get up off of the couch and "Do It", like the pro athletes do, and on the other hand Nike uses it to get consumers to "Just Do It" already and buy their gear. It illustrates how powerful a simple 3-word phrase can be, especially in our consumerist culture.
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