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Does Nike have a legal lock on “Just do it?”

November 20, 2009 Leave a comment

I was sparked today reading “What Makes an Entrepreneur? Four Letters: JFDI” on Mark Suster’s blog, Both Sides of the Table.

It did two things for me. First it pushed me to stop screwing around with research and strategy about social media. I was fretting about the best platform for a blog but finally realized that, judging from my past performance, I would probably continue that for a long time and then there would be something else that “needed” to be done first and, ultimately, the blog would never be started. So this blog is going to be an exercise in heuristic learning – I will just do it and learn on the fly.

The second thing Suster’s blog triggered was this question to the world: Does Nike have a legal lock on “Just do it?” It seems to me this mantra or injunction is just too big and important not to be shared by everyone. As things stand now, though, Nike has hijacked the phrase and no one else can use it without sounding like a commercial for Nike. I would love to see a campaign with Adidas, Roots, Reebok, and … what the hell, Ford, Toyota, McDonalds, GE, Mitel, Bell, and every other company nudging their worlds to just do it. It could be a hell of a spiritually uplifting campaign applied to charities, social justice agendas and business innovation.

Maybe we should really think about that. Or perhaps get Nike to start the ball rolling.

Whaddya mean, I should JFDI? I’m busy.

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