Just Do It – Nike

Background
This campaign is from the late 80s and the reason for that Nike made this campaign was because of the fact that earlier Reebok had sold far more products regarding sport gears and now Nike wanted to change that fact. Nike had earlier mostly been well known for running shoes but now when the market started to grow rapidly, Nike wanted a piece. People at this time were buying exercise equipment at high levels and also aerobic had recently been introduced in the society, which caused a general enthusiasm about exercising mostly amongst women. So Nike took advantage of all this and launched this campaign to challenge all kinds of demographic. The "Just Do It" phrase was a wakeup call and criticism to does that did not exercise and was lazy.
Target audience
The target audience of this campaign is generally people who can actually do fitness or different sports, so the older generation 55-60 and above is not the aimed target audience. The reason for that the older people is not the main target is probably because this generation of people are unhealthy, old and weak as it is. Instead I think that the most important group of people for this campaign to succeed is the younger generation, (16-25). The campaign target younger people who both practice sport as well as those who simply need or wants to be fit. The target audience is those who want to feel hip and usually buys the most modern sports gear. The characters in this campaign tells us that it is not a special sport or activity they are advertising instead it is celebrities of all kinds of sports which almost everyone know about and I would say that especially the young people probably feel more associated to these athletics. Mostly young people have some sort of high performance athletes as role models which can influencing them to buy products they otherwise would not. I think