Tag Archives: Just Do It

JUST DO IT: Picabo Street

picabo street downhill ski racer nike just do it ad vintageThe wind howls because it knows it has to race me.  Just do it.

picabo street downhill ski racer nike just do it ad vintageMademoiselle, April 1996

picabo street ski racer nike just do it mountain bike adWhat is it you want in this world?  What would leave you satisfied?

Picabo Street is never, ever satisfied.  She’ll ski down one mountain.  And then find a higher one.  She’ll ski down a river.  And then find a lake.  She’ll ride mountain bikes.  She’ll go skating.  She’ll be fast.  Furious.  Unafraid.  Because what is it she wants in the world?  Everything.

picabo street ski racer nike just do it mountain bike ad vintageTrees should duck.  Rocks, cower.  Anything soft and low should learn what is hard.  We have come into the mountains because they would not come to us.  And then we move them.  Just do it.

Women’s Sports + Fitness, October 1995

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Nike’s JUST DO IT: 25 Years Old

nike just do it roads always open run poster vintageThere are clubs you can’t belong to,
Neighborhoods you can’t live in,
Schools you can’t get into,
But the roads are always open.

Just do it.

It is fair to say that Nike’s ‘Just Do It’ quickly transcended its origin as an advertising slogan and became even more than a cultural icon – a motivator, a mantra, a way of life for many.  The landmark ad campaign launched twenty-five years ago this month in July 1988.

I purchased this poster early on in the campaign, 1991 at the latest.  To this day, ‘The Roads are Always Open’, the freedom and inspiration of the gorgeous imagery, and of course, ‘Just Do It’ ring in my head when I need a kick in the ass to get out there and get after it.

Watch the original TV spot that started it all.  Read Wieden + Kennedy’s anniversary blog post.

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