Task - Essay Proposal

Nike - 'Just Do it' - Slogan or Religion

I want to study the 'Just do it' advertising campaign that took over the sportswear fashion industries in the early 90's. I have found a number of sources that start to look at how companies can come around to attaining a such high badge value, through mass following and ingenious advertising.

• Look at how nike have managed to gain such a large following through use of popular icons.

• Compare Nike's use of assigning badge value to their products in order to create a buzz about them, much like the story from Rory Sutherland's video

• I want to try and put the modern day following of nike in the same light as that of many religious followings around the world.

•How teenagers, particularly in the late 80's early 90's started to substitue human relationships, and the way these relationships were percieved through Nike's products.

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Naomi Klein - No Logo

Rory Sutherland - Life lessons from an Ad man

Olly Wallins - On Brand

CFAR - Nike's 'just do it' advertising campaign

Branded - Alissa Quart