It is never too late to respond.

In 1988, Nike coined the phrase and launched their famous "Just Do It" campaign. For 10+ years Nike proclaimed "Just Do It' all over the globe. The success of this campaign allowed Nike to win the war over their arch-rival, Reebok. Nike pushing the world to "Just Do It" took the perspective of the motivator. That voice that tells the someone to work harder, go further, don't quit, and so on. None of Nike's competitors responded directly to Nike's campaign.

Even after a 10+ year break from Nike telling everyone to "Just Do It," no one has responded directly to this voice. Sure, Adidas and Reebok are still responding with their own campaigns, but none have been so bold to respond directly to Nike's behemoth campaign and message.  Until now...


Sports gear industry's relative newcomer, Under Armour has risen to challenge the number one spot. The history of Under Armour's rise is a good one. To make a long story short; Under Armour has taken the perspective of the individual athlete, workout persona, and fitness junky. Under Amour has launched a new campaign that responds directly to Nike.

So the next time Nike tells someone to "Just Do It." 
 
Under Armour will say...."I Will"


Check out Under Armour's new campaign.