09 Don’t Just Do It. Do It Right: A No-B.S. Guide to Working with Channel Partners

Nike didn’t become a household name just by telling people to “Just Do It.” Sure, their iconic campaign captured the essence of athletes everywhere and catapulted their brand into the stratosphere. But there’s more to the story—specifically, the smart partnerships behind that success.

 

Nike’s "Just Do It" Campaign: More Than a Slogan

Nike’s “Just Do It” campaign wasn’t just about slapping a motivational phrase on a billboard. It was a masterclass in channel partnerships. By aligning themselves with athletes who embodied the spirit of perseverance and excellence, Nike tapped into a social identity that resonated deeply with its audience. The campaign didn’t just boost sales; it transformed Nike from a sportswear brand into a symbol of ambition and drive. Over a decade, Nike’s share of the North American sport-shoe market soared from 18% to 43%, and their revenue skyrocketed from $877 million to a whopping $9.2 billion. Talk about channeling the power of partnerships!

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