There’s a funny story that circulates throughout advertising surrounding the myth of “Just Do It.” The tagline, synonymous with Nike since the beginning of its long relationship with the heroic Wieden+Kennedy, was famously thought up the night before Dan Wieden’s big presentation to the Swoosh for their first marketing push. The rest, as they say, is history, but it’s certainly interesting to take a look back at the roots of (arguably) the world’s most influential sports company. W+K’s own digital librarian Phoebe Owens dug into the archives to unearth three of Nike’s first commercials, aired during the 1982 New York City Marathon. Enjoy “Evolution,” “Trophy” and “Co-op” above, which paved the way for both brand and agency to fulfill such successful futures.
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