"It's worth noting that 'Just do it' is not a typical feel-good marketing tagline. There's a hard-edged, suck-it-up aspect to the phrase that runs counter to most advertising pablum. It's empowering but makes no promises, implying, in fact, that tough, hard work and personal sacrifice might be involved. On that level, it's an honest slogan, more so than most, and that's a big part of its appeal." These words were written five years ago for the 25th anniversary. They might as well have been written today #justdoit