The "Just Do It" campaign launched in 1988 was highly successful, with the company defining the meaning of "Just Do It" as being both "universal and intensely personal." While Reebok was directing their campaign at aerobics during the fitness craze of the 1980s, Nike responded with "a tough, take no prisoners ad campaign." One of the campaign's objectives was to target Americans no matter what their Gender or age or physical aspects—and Nike's fundamental objective was to represent sneakers as a fashion statement to consumers, which led to Nike apparel becoming worn beyond just as fitness gear. The "Just Do It" campaign went out to a range of media outlets including merchandise, outdoor billboards, print media, and graffiti art.
Throughout the campaign, Nike enlisted a range of people from different Sports and races, as well as numerous notable athletes, in order to attract customers and promote the image of Nike as being reliable to not only everyday customers but professional athletes. These People included Wayne Rooney, Ronaldinho and Kobe Bryant.
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