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Via Wikipedia
“Just Do It.”- Nike
During the late 80s, Nike found itself selling fewer shoes than Reebok. Part of the reason why this was happening was that Nike was really only catering to marathon runners. When the market started heavily swinging towards overall athleticism, Nike’s marketing department knew that it was time to execute a change. That change came in the form of “Just Do It,” the campaign that told people that no matter how tired, how out of shape, how unmotivated you were to get it done, you had to just say ‘F*** it’ and DO IT.
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