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Nike celebrates 25 years of 'Just Do It'

September 25th 2013

'Just Do It' has been the battle cry of many a gym session for 25 years, and Nike's 'Endless Possibilities' campaign aims to push us that bit harder. Jessie J is your new drill sergeant.

It’s a mantra that’s kept us moving throughout tough training sessions, crippling circuits and daunting deadlifts; ‘Just Do It’. Nike’s eponymous slogan certainly has some endurance, as it turns 25 this year and shows no signs of letting up. Instead, Nike is marking a quarter-century of ‘Just Doing It’ with an inspiring new campaign, motivating fitness initiatives and innovative products to help you to achieve your goals.

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Following on from the brand’s “Possibilities” advert voiced by Bradley Cooper and featuring an array of champion sports stars and action hero actors (namely Chris Pine), Nike’s new “Endless Possibilities” advert expands on it’s central theme of pushing your limits, but is aimed at a female, European market.

Directed by Grammy winner Adam Berg, the advert follows a series of women journeying outside their physical and mental comfort zones to discover the extent of their talent, fitness and potential. Spoiler alert: all three are huge in every case. These ladies go from yoga in the park, swimming a lap and quite literally running late for work to accomplishing gymnastic feats in packed stadiums, surfing enormous breakers and beating Gerard Piqué at stair sprints. That’s not to mention taking on Jessie J at boxing.

Ms J doesn’t just star in the video however, as she declares herself:

“Nike challenged me to Just Do It, so I’m doing it […] I’ve been hitting the gym hard already and I hope that in some way I can help inspire more women to take up the challenge”

You can take on Jessie by following her Nike Training Club Workout and share your successes with the world using the hashtag #TrainwithJessieJ #JustDoIt. It’s not just Jessie who will put you through your paces either; throughout September Nike has set a series of European challenges aimed at everyone from everyday exercise dodgers to elite athletes. Run the Distance calls on you and your friends to collectively run a marathon in a week, logging your progress on Nike+, and the new ‘Challenge’ feature of the Nike+Running App allows you to set a goal and compete against a friend. You can devise your own DIY triathlon (diving, dancing and darts anyone?), take part in a mysterious midnight challenge or sign up to Nike Training Club Early Bird (we don’t recommend this one if you’ve taken on the midnight challenge, although Nike would say Just Do It). Whatever your likes, dislikes, age, fitness level or lifestyle, Nike wants you to think outside the box and up your game. So does Jessie. Listen to Jessie:

“’Just Do It is exactly what you need to hear when you’re in a moment of doubt. When you’re struggling, especially with sport…just do it. Stop talking about it, stop complaining about the cellulite, or that you’re not able to run fast enough for the bus…just do it”

Miss, yes, miss! We’re getting our trainers/skates/swimmers on sharpish.

For more information and to get involved visit Nike's website.

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