If you're a sports fan, there's no getting away from Nike—you'll have grown up with their shoes and kits around you for pretty much your whole life.
And you'll also probably find it hard to hear the phrase "Just do it" without thinking of the American company.
It might make you feel old to learn that it is now 25 years since the "Just Do It" campaign was launched in Europe. Nike will also be 50 years old next year.
It's had a few facelifts in that time, but the basic premise hasn't changed—after all, there's only so much you can reinterpret just doing it.
You can watch the latest video by clicking the link at the top of the page.
The latest campaign is designed to encourage women to—well, we've probably used their strapline enough for one day—and as such, Nike have enlisted not-especially-well-known-for-sport Jessie J to promote the campaign.
There is a logic, however—it's all about encouraging women to push themselves and find their limits—even your everyday, run-of-the-mill popstars. As Jessie puts it:
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.
That perhaps doesn't exactly explain why Barcelona defender Gerard Pique is also part of the campaign, but there he is, running up some steps with a female friend (and having to use dirty tactics to keep pace):