Nike was officially established in Beaverton, Oregon in 1971. In 2018, amidst intense competition from other sports brands all trying to position themselves as the authentic voices of sport and youth culture in America, Nike decided it was time to re-assert itself as the most authentic and relevant sports brand, period.

Our challenge was to express the full inspirational power and meaning of “Just do it” to a generation of teen athletes that weren’t very familiar with it. For this to be successful, we needed to do this in a way that felt authentically connected to the culture that youth in North America were not just playing sport in, but growing up and coming of age in.

Nike was officially established in Beaverton, Oregon in 1971. In 2018, amidst intense competition from other sports brands all trying to position themselves as the authentic voices of sport and youth culture in America, Nike decided it was time to re-assert itself as the most authentic and relevant sports brand, period.

Our challenge was to express the full inspirational power and meaning of “Just do it” to a generation of teen athletes that weren’t very familiar with it. For this to be successful, we needed to do this in a way that felt authentically connected to the culture that youth in North America were not just playing sport in, but growing up and coming of age in.