How Nike Got “Just Do It” To Be Recognised By 93% Of Consumers Worldwide
The Most Memorable Brand Stories (And What We Can Learn)
Brands without stories are like people without personalities.
You might buy from them once, but you’re not coming back for dinner.
Stories are how we connect. They’re how we remember. They’re how brands go from “just another product” to something we feel. Something we trust.
And trust matters.
In fact, 81% of consumers say they need to trust a brand to buy from them (Edelman Trust Barometer, 2023). So let’s dive into some of the most memorable brand stories of all time, and unpack why they stuck.
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1. Nike: From a waffle iron to world domination
Nike’s origin story isn’t just inspiring, it’s sticky.
It begins in 1971 with a track coach named Bill Bowerman, who poured rubber into a waffle iron to create a better running shoe sole. That DIY innovation, partnered with the vision of his co-founder Phil Knight, became the spark behind a multi-billion dollar empire.
Then came the genius of the “Just Do It” campaign in 1988, a three-word rally cry that made people feel like athletes, regardless of their skill level.
👉 The results?
The campaign helped increase Nike’s share of the North American sport-shoe market from 18% to 43% in just 10 years (Harvard Business Review).
Today, “Just Do It” is recognised by 93% of consumers worldwide (Nielsen).
Lesson: Great stories start small. Share your humble beginnings, and invite your customers to see themselves in the journey.
2. Patagonia: The anti-growth growth story
“Don’t buy this jacket.” The campaign we talk about a lot, for good reason.
This was the headline of Patagonia’s 2011 Black Friday ad, a call to consume less, not more.
It could’ve backfired. Instead, it became legendary.
This wasn’t a gimmick. It was a reflection of Patagonia’s core story: business as a force for good. Their commitment to environmentalism, activism, and repair over replacement is the story. And it works.
👉 The results?
After the “Don’t Buy This Jacket” ad ran, Patagonia’s revenue increased by 30%.
In 2022, founder Yvon Chouinard gave the entire company away — placing ownership into a trust that directs all profits to protecting the planet.
70% of Gen Z consumers say they’re more likely to buy from a company that supports social causes, and Patagonia’s credibility here is unmatched (McKinsey).
Lesson: Being radically honest about your values doesn’t alienate customers, it magnetises them.
3. Airbnb: Belonging anywhere
Airbnb wasn’t just solving a practical problem, it was selling a feeling: belonging.
That shift happened in 2014 when they rebranded around the idea of “Belong Anywhere.” This story wasn’t just a tagline. It was baked into the brand’s DNA — from their new Bélo logo to the way hosts were celebrated as storytellers, not service providers.
👉 The results?
Bookings grew from 47 million in 2015 to over 393 million in 2022.
The company’s IPO in 2020 was one of the biggest in history, with a market cap of $100 billion on day one.
Airbnb’s brand value is now ranked in the top 100 global brands, according to Brand Finance 2024.
Lesson: People don’t just buy products, they buy into feelings. Tell a story that resonates with the emotional core of your audience.
4. Apple: The story of the rebel genius
Apple’s story is one of creativity vs conformity, a David-and-Goliath tale that continues even as they sit atop the tech throne.
The legendary “1984” Super Bowl ad wasn’t about a computer, it was about breaking free. About empowering people to “think different” (grammatical error excused!)
👉 The results?
The ad only ran once on TV, but it generated $5 million in free media coverage.
Apple’s brand loyalty is unmatched, with 90% of iPhone users unlikely to switch to Android (CIRP, 2023).
They’re the world’s most valuable brand, valued at $880 billion in 2024 (Kantar BrandZ).
Lesson: Your product is the what; your story is the why. And the why is what builds a tribe.
5. TOMS: One for One
When Blake Mycoskie founded TOMS in 2006, the brand’s story wasn’t about shoes, it was about giving.
For every pair sold, they gave one to a child in need. The simplicity of the “One for One” model was its magic.
👉 The results?
Over 100 million pairs of shoes have been donated.
TOMS built a brand awareness of 70% in the US within just a few years (Forbes).
Though they’ve since evolved their giving model, TOMS remains a go-to example of how a clear, purpose-driven story can build a movement.
Lesson: Stories that show purpose create trust. And trust creates loyalty.
So, what can we really learn from these?
Here’s the cheat sheet:
Your Brand, Your Story
At Virtue Studios, we believe every brand has a story worth telling; it just needs the right lens. The most memorable brands didn’t just create products. They created meaning.
So here’s your reminder:
Your story is your strategy. It’s what makes your brand unforgettable.
Need help bringing your story to life?
Let’s talk. We’re great listeners (and even better storytellers).
