Nike Wieden+Kennedy News

Nike distances itself from 'Nike Terrorist' term but looks unlikely to drop 'Just Do It' slogan


By Stephen Lepitak | -

May 24, 2013 | 2 min read

Sports-wear brand Nike has moved to distance itself from the term ‘Nike Terrorist’ but seems unlikely to alter its long-standing ‘Just Do It’ tagline that has led to the conception of the term.

‘Nike Terrorist’ is a phrase that was coined by the intelligence community to describe self-starting terrorists who use unsophisticated methods in order to carry out deadly acts such as has been witnessed this week in Woolwich, when a member of the UK armed forces was brutally killed by two men in the street.

Earlier this year a terrorist cell of eight in Birmingham, which the media frequently referred to as the ‘Nike Terrorists’, were convicted of a suicide bomb plot.

This has led to some asking whether Nike should consider changing its slogan in an effort to distance itself from the term, however the global brand seems unlikely to do so at this time.

A spokesperson for Nike responded to The Drum’s question as to whether it would consider such an action by stating: “Nike uses the 'Just Do It' slogan to inspire athletes to be the best they can be.”

They added: “Nike does not condone violence and is opposed to terrorism of any kind.”

Nike has used the Just Do it motto since the late eighties when it was coined by Wieden & Kennedy and has featured on the company’s above-the-line marketing activity ever since.

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