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Nike's first ad with the slogan "Just Do It." aired 1988, featuring a famous runner named Walt Stack who was then 80 years old. The ad showed him stating how he runs 17 miles every morning, as a motivational tool, and inspiring story.

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Nike has still continued the "Just Do It." campaign and has kept up with the times by trying to reach new sources of media. They asked a popular Youtuber, Casey Neistat, to make an ad about what it means to "Just Do It."

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Charles Barkley made an advertisement for the "Just Do It." campaign and was to provide contrast from the Michael Jordan side of advertising. Michael Jordan was a great spokesman for the kids but Nike wanted to create a more edgy commercial to make them look like they weren't such a goody goody company.

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Nike "I Am Not a Role Model" commercial w/Charles Barkley - 1993

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Nike's target market in this campaign is anybody who likes to be active. They had a very broad range of ads that each seemed like they targeted different types of people.

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The product they are trying to sell is just athletic wear, mainly shoes, but also shorts, shirts, socks, etc.
The price varies for each different product, but they are advertising high quality gear, and aren't advertising how affordable each product is, leaving the viewer to believe that they are relatively expensive products.
They are promoting their products by having famous athletes and entertainers talk about how much they love nike, each famous spokesman having a different target market.
Distribution is between people who are very serious athletes to people who just want nicer products that are trying to become more athletic, their distribution is very diverse.

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They use cultural forces such as famous athletes and actors to create a big name for themselves and have a positive and friendly image to their name. They definitely use competitive forces by putting famous athletes in their gear as opposed to other famous brands that they were competing with such as Adidas. Having Michael Jordan in their ads really improved the awareness and likeness of Nike.

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They created one of the most well known slogans of all time and grew the size of their company by a lot by having famous influential people in their ads. Everybody with a TV knows about the Just Do It ads.