Just Do It.

Brand

Nike

Copywriter

Dan Wieden

Agency

Wieden+Kennedy

Year

1988

Country

USA

Tagline coined by Dan Wieden of Wieden+Kennedy in 1988; it debuted in a July 1988 TV spot directed by David Kennedy featuring Walt Stack, an 80-year-old who ran 17 miles each morning across San Francisco's Golden Gate Bridge. Between 1988 and 1998 Nike's share of the North American sport-shoe market reportedly rose from 18% to 43%.