Culture Jam: JUST DO IT

Original Advertisement Analysis
Nike, a world renowned corporation, manufactures and sells footwear, apparel, and equipment. Nike’s famous trademark “Just Do It” was coined back in 1988. Its slogan is immensely popular and allowed Nike to increase their net worth by almost twenty five percent. However, Nike faced criticism due to the violation of Vietnamese workers in their overseas manufacturing company. Nike, a billion dollar company, infringed the rights of these foreign workers by underpaying and also violating overtime laws. Furthermore, Nike has also been under fire for mistreatment and abuse of foreign workers, including their use of child labor in Cambodia and Pakistan. The use of foreign workers enables Nike to maximize their profits due to cheap material and labor. This practice also benefits large companies because rules and regulations are less strict in third world countries compared to wealthy North American countries that require companies to abide by strict labor laws. Additionally, by operating in poorer countries, the retail cost of products would be significantly cheaper than if the products were manufactured in first world countries. By keeping the retail prices at an affordable rate and minimizing labor costs, the consumer rates would increase considerably. The famous slogan by Nike is often received very positively as it proposes the viewers to challenge themselves in an inspiring and energizing way. However, is it moral for Nike tell consumers to better themselves by taking on challenges and to “just do it” if Nike cannot do the same to end their operation of sweatshops and illegal work practices?

Jamming Philosophy
My jammed version of Nike’s famous logo is meant to highlight the operational problems that exist within the company. The brand’s name was edited out and replaced with “sweatshops” and “child labor” because these are the two main problems I wanted to highlight as previously stated. When a Nike product is bought, consumers are indirectly supporting the unfair and immoral treatment of the foreign workers, therefore, my jammed advertisement challenges Nike’s “just do it” campaign by exposing what consumers are really purchasing when they buy Nike products. As a company that has inspired many people to challenge themselves for self-improvement, Nike’s slogan is quite contradicting. By paying foreign workers a livable wage and abiding to the work laws of each country, Nike can easily fix this problem. Furthermore, as such a large and influential company, Nike should also have a set of moral codes and obligations the company must stand by. Not only would Nike be able to solve their current work ethic problem but also potentially inspire others companies to follow in their footsteps. I hope that my jammed advertisement will allow others to see what actually happens in large companies behind the scenes and challenge consumers to think about where their money is going to when they make a purchase. Even if consumers are not deterred from buying Nike products, we can still celebrate the fact that consumers will be more informed and conscious of what they purchase.