Lost in Translation: The Nike Ad Where 'Just Do It' Meant 'Give Me Big Shoes'

In the late 1980s, Nike's "Just Do It" campaign was a cultural juggernaut. It was more than a slogan; it was a philosophy of empowerment, grit, and universal ambition. To drive this global message home, Nike released a visually stunning commercial in 1989. It featured a lone member of the Kenyan Samburu tribe, clad in traditional attire, running gracefully across a vast, sun-drenched landscape. As he runs, he speaks in his native Maa language, and Nike provides a powerful, poetic subtitle: “If you want to go far, you must go fast.” The ad culminates with the iconic swoosh and the two words that defined a generation: “Just Do It.” It was the perfect blend of exoticism, inspiration, and branding.

There was just one problem: he wasn't saying that at all.

The Anthropologist in the Room

The truth came to light thanks to a stroke of serendipity. An American anthropologist named Lee Cronk was watching television when the ad came on. Having just returned from fieldwork in Kenya where he lived among the Samburu and learned their language, his ears perked up. He listened to the man's words and realized the translation on the screen bore no resemblance to what was actually being said. The inspirational proverb about going fast and far was a complete fabrication.

"I Don't Want These. Give Me Big Shoes."

So, what was the Samburu tribesman really saying? Instead of a piece of ancient wisdom, his words were a simple, practical complaint. According to Dr. Cronk, the man's actual line was:

“I don't want these. Give me big shoes.”

It's believed he was likely speaking to the production crew, expressing his discomfort with the Nike shoes he was given to wear for the shoot—perhaps they were the wrong size. What Nike presented as a profound statement on athletic achievement was, in reality, a request for a better-fitting pair of sneakers. The irony was palpable: a man being used to sell shoes was, in his own language, complaining about the very product he was promoting.

Nike's Unapologetic Response

When Lee Cronk exposed the mistranslation, the story became a legendary case study in advertising blunders. One might expect a company like Nike to issue an apology or express embarrassment over the cultural gaffe. Instead, their response was a masterclass in corporate candor and cynicism. When questioned about the blatant fabrication, a Nike spokesperson reportedly stated:

“We thought nobody in America would know what he said.”

This admission was, in many ways, more shocking than the mistranslation itself. It wasn't a mistake or an oversight; it was a calculated decision. Nike had knowingly used the Samburu man and his language as an exotic prop, confident that their target audience would be none the wiser. The man's actual words were irrelevant; what mattered was the image and the manufactured message that served the brand.

A Legacy of Laughter and Lessons

Decades later, the story of the Samburu ad remains a famous—and hilarious—cautionary tale. It highlights the ethical pitfalls of advertising, the dangers of cultural appropriation, and the assumption that non-Western cultures can be used as a voiceless backdrop for marketing campaigns. While funny on the surface, the incident serves as a powerful reminder of the importance of authenticity and respect in a globally connected world. Nike's ad did, inadvertently, deliver a universal message: always read the fine print, or better yet, learn the language.

Sources

• Wikipedia: Samburu People
• Mental Floss: 6 Baffling Foreign Ad Campaigns
• The Independent: The Sole of Nike