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According to a case study conducted by the Center for Applied Research, the slogan was born in a Nike meeting with the Wieden & Kennedy advertising agency in 1988. At the meeting, Dan Weiden reportedly complimented the Nike team for its can-do attitude, saying "You Nike guys, you just do it."

The slogan has become so closely associated with Nike that as soon as most folks hear or see those three words, they are reminded of Nike, even if the. company name is not mentioned. Today, the words "Just do it" and the Nike "swoosh" checkmark are all that are needed to identify something as a Nike product.

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