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Close-Up: Live issue - It ain't what you do it's the way that you 'just do it'.
Nike is celebrating its 20th year of inspiring people to 'Just do it'. Noel Bussey reflects on the brand and its iconic strapline.
In Doncaster, in the late 80s and early 90s, there was a huge spate of kids having their trainers nicked off their feet.
At this time, the only trainer for the fashion-conscious school kid was a pair of Nike Air Jordan's. Unfortunately, this also meant that they were the object of desire for the hundreds of reprobates and ne'er-do-wells roaming the town centre and the car-park of the Dome leisure centre.
Such was the force of Nike's iconic advertising for its sponsorship of Michael Jordan, the five-time NBA MVP (most valuable player), that his shoes were the must-have item.
But this is only a small fraction of the story of 'Just do it', one of the world's most iconic lines, which happens to be 20 years old this year.
Not only has the line (working in unison with its partner - the iconic 'swoosh') helped turn Nike into the global behemoth it is today, but it has also been the starting point for some of the most unforgettable sport ads of the past two decades.
Jordan himself makes a return in the next global extravaganza, called 'courage', which has been created to celebrate the double decade milestone and lead into the Olympic Games in Beijing.
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