A brand reading
Nike.
Hero The expressed Hero, in full voice.
Just Do It launched in 1988 with Walt Stack, an 80-year-old marathoner. The genius was the imperative form: Nike addressed the customer as a Hero capable of action, then disappeared so the action could happen. Decades later, the swoosh still trades on the same archetypal contract.
The five-layer reading.
- 01 Motivation
- Hero. The expressed Hero, in full voice.
- 02 Mind
- ESTP
- 03 Temperament
- Choleric
- 04 Persuasion
- Pathos
- 05 Expression
- Expressed
Acts first, evaluates after. Decisive, direct, action-oriented. Argues from the rush of the moment. Fully lived, in voice and spectacle.
Famous spot
Just Do It (launch), 1988