2018 marks 30 years of Nike’s ‘Just Do It’ power phrase. A motto that has transcended beyond the track and field, and now resonates with millions of people and their everyday lives. It embodies a state of mind that encourages a can-do will-do mentality, weather you are an athlete or not. Presented to Nike at an advertising agency meeting in 1988, the components of the message were surprisingly influenced by the last words of convicted criminal, Gary Gilmore, 11 years prior. Readapted, the phrase went on to excel the company into a billion-dollar business over the next decade. Enlisting an array of notable athletes to back the slogan, Nike ingrained their attitude into millions of lives around the world. It encourages anyone to jump the hardest hurdle of any endeavour, the beginning.

Celebrating three decades, Nike have applied the phrase to a silhouette born around the same time, the Air Max 1, through two striking all-over renditions. Coating the leather uppers in Swoosh branding and the classic slogan, Nike leave nothing to the imagination. Referencing another archival quality, one edition comes decked out in neon orange. When Nike made their debut at a sports trade show in 1972, running shoes generally came packed in either white or blue boxes. Nike founder, Phil Knight, decided to use the boldest colour in the rainbow and made all Nike boxes neon orange to pop on the shelves and catch the eye of prospective buyers. The Just Do It neon orange Air Max 1 has the same effect.



Nike Air Max 1

Nike Air Max 1

Nike Air Max 1

Nike Air Max 1

Nike Air Max 1



SHOP AIR MAX ONLINE