Brand is probably the most important aspect of any business, or the most important element of all successful companies. Brands also play a big role in consumers' lives by providing them with a unique experience while using their product or service, and in return, brands expect customer loyalty. Building a successful brand is a complex and time-consuming process since the brand is made up not only by its tangible elements but also by the consumer's own perception of the brand. In order for a brand to become visible, it must position itself in the mind of the consumer. The most influential activity for reaching that goal is advertising. Nike, a leading company in the production of sportswear, footwear and equipment, is also very aware of this. Throughout the years, Nike has set the bar high with its television and digital commercials. One of Nike's most successful advertising campaigns is also their oldest – The Just Do It campaign. As one of the core components of the brand, Just Do It campaigns reflect Nike's mission and vision and represent the values that Nike advocates and that Nike seeks to convey to its customers. What Nike primarily focuses on is emotional branding that builds strong relationships with consumers. In other words, Nike is very aware that people are emotional beings and that our buying habits are also based on the feelings we have about the brand. This paper will showcase the relationship of advertising campaigns to brand perception and will determine the positive impact Nike's Just Do It advertise on consumers' perception of Nike. The paper presents the results of an online survey conducted on a sample from the age of 13 to 62 in Croatia.