In a recent LinkedIn post, Jasonfeifer highlights a lesser-known aspect of Nike’s iconic “Just Do It” campaign, emphasizing its origins with an ordinary individual rather than a star athlete. This approach, feifer argues, holds crucial lessons for modern branding and connecting with a wider audience.
Feifer recounts the story behind the slogan’s debut in 1988. Contrary to the common perception of Nike being solely associated with elite athletes, the brand’s legendary tagline was first introduced alongside Walt Stack, an 80-year-old San Francisco runner who maintained a daily 17-mile running routine. This deliberate choice, feifer points out, was foundational to the campaign’s enduring success.
“Nike’s first ‘Just Do It’ ad didn’t feature a pro athlete. It featured an 80-year-old man with no teeth.”
According to feifer, the inclusion of Stack was a strategic move to make the brand relatable. While Nike is now synonymous with athletic excellence, the initial message was intended to resonate directly with the everyday person. This focus on the individual, feifer suggests, was key to establishing a deep connection with consumers.
The Power of Relatability in Branding
Feifer contends that this foundational principle still holds significant weight for brands today. He argues that brand language should aim for more than just hype; it needs to evoke emotion and provide a sense of identification for the audience.
“Your brand language shouldn’t just hype. It should make people feel, and give them something to identify with.”
As feifer elaborates, the strategy was to first capture the imagination and loyalty of ordinary people. By doing so, Nike created a broad base of identification that would eventually allow their association with extraordinary, professional athletes to gain even greater traction.
From Ordinary to Extraordinary: A Branding Philosophy
The narrative shared by feifer underscores a powerful branding philosophy: start with the relatable, and the aspirational can follow. This approach, he implies, is vital for building a brand that not only sells but also inspires and fosters a lasting community.
“Because when ordinary people connect with it, the extraordinary ones can follow.”
Feifer’s analysis suggests that while high-profile endorsements are valuable, the bedrock of a strong brand lies in its ability to connect with the everyday consumer. The story of Walt Stack and the initial “Just Do It” campaign serves as a compelling case study in how authenticity and relatability can pave the way for broader market success.
📝 About This Content
This article is based on insights shared by Jasonfeifer on LinkedIn.
📅 Originally posted on June 2, 2026 | View original post on LinkedIn →