'Just do it'  - 26 October 2007

'Just do it'

There is hardly any debate about the fact that Nike manufactures top quality sportswear It would seem that their marketing strategy is paying dividends; their brand is as strong as ever. My problem starts when it comes to Nike's famous slogan - Just do it. I find it tragic.

Some would argue that 'Just do it' captures the spirit of the time. I am afraid the slogan goes further than that; it actually promotes the spirit of the times.

My misgivings on Nike's slogan were reinforced when I read a news item on Wednesday about the 24-year singer Amy Winehouse whose health and marriage are being threatened by her booze and drugs. Well aware of the her self-destructive lifestyle Amy insists that she will not change her ways. And the reason? She says, "Life's short - just do it."

We would agree with Amy that life is short but her conclusion 'Just do it' is most unfortunate. I would rather put it this way, "Life's short - why make it even shorter?"

Where does Amy's warped mentality come from? I believe that it is part of the death culture of our times. Suicide numbers are soaring. Drinking and drugging yourself to death is in effect suicide.

The man of God Moses tells us where the realisation of how short our life is should lead us - to gaining a heart of wisdom.

"Teach us to number our days aright, that we may gain a heart of wisdom." (Psalms 90:12)