JDI turned 30 years old, and had been lost in translation to a generation who didn’t grow up with Michael Jordan and John McEnroe and Bo Jackson? Bo who? Exactly. We wanted to make Just Do it meaningful again, so we posed a question. Don’t ask if your dreams are crazy, ask if they are crazy enough? And who better to ask than someone who gave up his dream of playing sport in search of a bigger dream. Colin Kaepernick.
The campaign started with a Tweet, and was followed up with Out of Home and a film. During the first week it ran it wiped 3.5 billion dollars off Nike’s market price. Subsequently it has become the most talked about and arguably, financially successful campaign of 2018.