Nike Sneaker Commercials Through the Years: From the First-Ever ‘Just Do It’ Campaign to Today

There’s no disputing that Nike’s storied partnership with Portland advertising agency Wieden+Kennedy has led to some of the most iconic and inspirational campaigns of all time. From print ads to TV commercials, many of the standout Nike ads over the years didn’t promote a single product but the Swoosh brand itself.

Ahead, FN takes a look back at Nike’s campaigns over the years.

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Nike Running “Word Of Foot Advertising,” 1977

Before there was “Just do it,” one of the earlier Nike print ads showcased the brand’s Waffle trainer atop a barefoot alongside the phrase “Made Famous by Word of Foot Advertising.”

“Just Do It” Premieres, 1988

Nike’s famous “Just do it” mantra appeared in a televised ad for the first time in the late ’80s. The commercial featured an 80-year-old man named Walt Stack jogging across San Francisco’s Golden Gate Bridge. Stack tells the viewer he runs 17 miles every morning.

“Mars x Mike,” 1989-1991

Mars Blackmon, the fast-talking, Air Jordans-loving character from Spike Lee’s 1986 film “She’s Gotta Have It” inspired a slew of commercials featuring the fictional bicycle messenger promoting Jordan models from the late ’80s through the early ’90s. One of the most famous of the bunch, “Is it the shoes?,” premiered sees Blackmon (aka Spike Lee) pitching the Jordan 5 in 1991. Throughout the commercial, he keeps pestering Michael Jordan by asking him what makes him “the best player in the universe” before concluding, “It’s gotta be the shoes.”

“Guerilla Tennis,” 1995

Debuting during the US Open, this commercial saw tennis legends Andre Agassi and Pete Sampras take over a San Francisco street to face off. Known for their rivalry and contrasting styles, Agassi wore the Air Challenge LWP while Sampras donned the Air Max2 Spa. The commercial is one of the brand’s best examples of “guerrilla”-style marketing.

Phone Ads, 1995-1997

Nike’s “phone ads” were iconic. Images of different Nike models with a phone number underneath appeared in all types of magazines worldwide. Anyone interested could dial the number displayed on the page and you’d hear a song play along with a voice recording of an athlete or celebrity telling you all about the particular shoe.

“Nike Freestyle,” 2001

In 2001, Wieden+Kennedy had the idea to bring basketball and hip-hop together. Airing during All-Star Weekend in 2001, the commercial featured NBA stars and streetballers in freestyle segments. When put together, the combination of speaking sneakers and bouncing basketballs reimagined the classic hip-hop instrumental “Planet Rock” by Afrika Bambaataa & The Soulsonic Force. It was an instant hit.

“Write the Future,” 2010

The “Write the Future” campaign, shot by Oscar-winning Mexican filmmaker Alejandro González Iñárritu, hit screens during the 2010 FIFA World Cup to take place in Africa. It included star soccer players of the era, including Cristiano Ronaldo, Wayne Rooney, Fabio Cannavaro and Didier Drogba, as well as Roger Federer, Kobe Bryant and Homer Simpson. In it, each player is seen in a pivotal moment on the pitch, which then leads to a significant ripple effect beyond the game. The commercial was so popular it won the Film Grand Prix at the Cannes Lions Marketing Awards in 2011.

“Find Your Greatness,” 2012

Coinciding with the 2012 Olympic Games in London the idea behind Nike’s motivational “Find Your Greatness” campaign was that everyone is capable of greatness.

“Dream Crazy” ft. Colin Kaepernick, 2018

Colin Kaepernick’s powerful Nike ad debuted on Labor Day of 2018. This was no coincidence, as the former San Francisco 49ers quarterback’s NFL career ended due to his take-a-knee protests against racial injustice. The viral campaign honoring 30 years of the ‘just do it’ slogan featured a close-up of Kaepernick and the slogan “Believe in something. Even if it means sacrificing everything.” Following up the print ad, the “Dream Crazy” commercial featuring Kaepernick and a slew of other noteworthy athletes would go on to win an Emmy in 2019.

“Tiger Woods Comeback,” 2019

When Tiger Woods sunk his final putt to win the 2019 Masters Tournament, marking his first major title win in 11 years, Nike aired the commercial as an ode to the legendary golfer’s career. The tear-jerker concludes with a 3-year-old Tiger telling the world he’s gonna beat Jack Nicklaus.

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