bedbury began his career with nike in 1987 as worldwide advertising director. in 1988, bedbury and nike's advertising agency, wieden & kennedy, launched "just do it", a global campaign that helped move the company from distant third to number one. the "just do it" campaign opened up the access point to the brand and made it more ageless, more relevant and more multi-cultural. in 1989, bedbury's work with the nike-women's fitness campaign diversified the audience further, "repositioning nike as a meaningful brand to women".