Nike Reveals What ‘Just Do It’ Means in This Insane New Chinese Ad

Since its conception in 1988, “Just Do It” has become universally known as Nike’s tagline synonymous with taking action without hesitation in sports. For the Chinese audience, the company deemed it necessary to explain it a bit in a remarkable new Nike ad.

The tagline, often revealed for Western audiences after showing seemingly insurmountable scenarios for its given subject, is almost as recognizable as the brand itself and its popular Swoosh icon.

And while the phrase itself can be self explanatory, there’s no harm in putting in the extra effort to explain it for a foreign audience. Making sure the slogan is not lost in translation, Wieden + Kennedy Shanghai produced a new Nike ad campaign in China that defines exactly what “Just Do It” meant.

“Growing up in China, I was surrounded by people who simply used the English words ‘Just Do It’ as a punch line without knowing what it really means,” said W+K Shanghai business director Dino Xu via Ad Week. “It’s great that in this campaign, the provocative voice-over lines help to define what it is, by saying what it isn’t.”

The impressive, high-energy 90-second spot, titled “The Next Wave,” features both amateur and professional Chinese athletes wearing Nike sneakers engaging in a variety of sporting activities.

A voice-over begins with the theme: “You don’t have to do it for the glory” which is carried throughout the video. With each scenario, comments are added accordingly, such as: “You don’t have to do it to be famous” and “You don’t have to do it for the boys.” A short message then sums the Nike ad all up in the end: “All we said was, ‘Just Do It.’”

Support our Journalism with a Contribution

Many people might not know this, but despite our large and loyal following which we are immensely grateful for, NextShark is still a small bootstrapped startup that runs on no outside funding or loans.

Everything you see today is built on the backs of warriors who have sacrificed opportunities to help give Asians all over the world a bigger voice.

However, we still face many trials and tribulations in our industry, from figuring out the most sustainable business model for independent media companies to facing the current COVID-19 pandemic decimating advertising revenues across the board.

We hope you consider making a contribution so we can continue to provide you with quality content that informs, educates and inspires the Asian community. Even a $1 contribution goes a long way. Thank you for everyone’s support. We love you all and can’t appreciate you guys enough.

NextShark is a leading source covering Asian American News and Asian News including business, culture, entertainment, politics, tech and lifestyle.

For advertising and inquiries: info@nextshark.com