This is the most popular shirt I own.
But why?
Every time I wear it on a walk through the park, multiple strangers tell me they love it.
I have a few ideas why that happens.
(And a surprise twist at the end of this post!)
1. It’s direct, unexpected, and amusing.
Those things get noticed.
2. It says something others believe.
This makes them feel seen and comfortable to approach me about it – they feel like we have something in common.
3. If they’re a runner, they can feel proud that they run even though it sucks.
It’s inspirational to them.
4. If they’re not a runner, they can feel justified in not being one.
It’s affirming to them.
5. It’s clear.
This is not some obscure message in tiny print on a busy shirt.
It’s not an inside joke.
It’s impossible to miss and not understand.
Now for the twist…
Guess who makes this shirt?
Nike.
That’s right, the brand whose message is seemingly the opposite of this one is the one who made it.
“Just do it” is widely considered one of the greatest brand lines of all time and for good reason.
But…
No one ever says anything to me when I wear a “Just Do It” shirt.
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