Nearly 40 years ago, Nike presented the iconic “JUST Do IT” logo, which ultimately fed one The most successful and influential Marketing campaigns in the history of the United States. It was launched with a series of television ads that include athletes of all ages and capabilities, and hesitated with customers for its simplicity and fundamentalism. Since then, it was one of Most of the well -known slogans American work.
But Thursday, sportswear “Restore“Just” Campaign “to” Today’s Generation “.
The 60 -second -length advertisement of Wieden + Kennedy includes a list of international sports stars including Spanish tennis Carlos Alcaraz, Viladelphia Eagles running Sacon Barclay, Winba Ketlin Clark, and NBA Icon Lebron James.
“Just do it,” said Nike Graham, Nike Evb and a chief marketing employee in a statement. It is the belief that, together, we can inspire, unite and raise ourselves further than what we thought is possible.
Why does General Z ask why?
Although NIKE has not specified a specific generation of the target, the campaign tone speaks to the least Gen Z position to the current situation.
In fact, there is support for the idea that Gen Z is particularly vulnerable to the interrogation situation. Roberta Katz, Stanford Research Research in 2022, argued that the younger generation is truly original online and developed a “early facility with strong digital tools” that allowed them to verify their position on a trading basis. This resulted in a “practical” future look and a set of values that emphasize direct communication, originality and importance.
Other studies of Gen Z found similar results Ey They are called “practical generation” in a global survey that included 10,000 young people in 10 countries. Authors Marce Meriman and Zach Dishtwald He wrote earlier this year that Gen Z has “logical doubts” about “traditional features of life”.
Some teachers see this position in public schools. Marlowe LoreaThe Director of Vocational and Technical Education in Mesa Public Schools in Arizona, said, luck “Our youth want to know why. Why do I need to go to college? Why do I want to get debt? Why do I want to do these things?”
When you start answering these many questions, you find, “They want to know why: How are you associated with my goal, what concerns me? How will it help me reach (my professional goals)?”
Critics ask why
Like almost any major campaign, the new Nike logo has mixed reviews from marketing experts, brands and customers. Some say Nike.nailed it“That’s”Return the perfect brand A generation no longer follows orders (and) looking for something else. “
Katia FarnovaHe told the brand marketing expert and CEO of viral marketing stars, luck Nike may have felt the need to make a change due to data, trends and internal conversations. She said that her initial reaction is that Nike moves from being a brand “the hero of the model”, and this means everything about excellence through adversity, to representing a “explorer model”, which means that it is attractive to people looking for self -knowledge and meaning.
“But the shift is definitely not an extremist,” said Varnanova. “But it is bold enough to create conversations without destroying the brand.”
I am free He was not a fan. Oana Leon, founder of the Global Brand Strategy Company UNMTCHD, books on LinkedIn Although the new campaign is “wonderful, new, culturally aligned”, the “JUST Do It” campaign is more than just one line: “It is one of the most valuable brand origins in history.
“When you have one of the assets that go beyond campaigns, generations, and even the entire industries … you don’t relieve them. You protect them,” Leonte wrote. “Nike Nike did not become due to new slogans every five years. Nike has become” just doing this “immortal, universal, and can be recognized immediately. She is the northern brand’s northern star.”
Critics argue that the new NIKE campaign may confuse the brand identity of the older consumers who have a strong association with “just doing it.” But Varaneova said the original logo is still part of the brand’s identity.
“For me, Nike believes that the acquisition of the younger generation, which is afraid of failure, will bring more brand shares in the long run with the right people,” she said. “The new Nike logo looks like a balance between history and modern metabolism.”
In addition, Varbanova pointed out that all the conversation raised by the new logo is “the biggest sign of the link”.
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