Page Dimensions

Approx. 8" x 10 7/8" (20cm x 27cm)

Story and Details 

THERE IS NO FINISH LINE. This 1977 advertisement was the very-first “motivational speech” from Nike. It's also their first ad with a person in it. Prior to this, Nike ads were mostly filled with product imagery, product info, and technical language - targeting coaches and hardcore athletes. On the surface, this ad also targets serious runners, explaining how running can become a way of life - something you can’t live without. But lines in the passage such as, “we will never stop trying to excel” and “beating yourself is a never ending commitment” transcend running… This ad positions running as an experience. It's about the mental and emotional side of running. The true beauty and value of this ad today is that the headline and message can be applied to sports, to business, and to life. In sports it can push you to keep going - never quit or give up. In business, especially if you’re an entrepreneur, it’s a reminder there’s always work to be done - dream big. And if you’re a parent, it’s another way of saying your job is never done. 

Nike today is a global brand - a lifestyle brand. It’s this ad that launched the spirit and inspirational nature of Nike. This ad is the soul of Nike. Simply put, I believe this is the most monumental ad in the history of Nike - and represents advertising genius that not only was effective selling a product and building brand loyalty, but unknowingly at the time, set the course for a small sneaker company in Oregon to become one of the most-successful companies in the world.

The creative ad agency - and individual - behind this legendary piece of marketing is John Brown. Around 1976 Nike hired his agency, John Brown & Partners based in Seattle. The story goes, one month there was no new product to base an ad around. So there was an opportunity to create a different kind of ad… With no sneaker to feature, Creative Director Denny Strickland decided on featuring a runner. Photographer Bob Peterson shot this poetic image of his friend Howard Miller. His yellow t-shirt calling attention to the lone runner amidst the lush backroads - a scene where you get the sense that the act of running is an experience that’s very personal. The ad quickly resonated with runners. This ad marks a huge shift in their messaging. The future of Nike, and the famous “Just Do It” campaign, doesn’t happen without this ad. It’s incredible.