An advertising campaign is a series of coordinated advertisements that share a single theme or idea. Nike launched its iconic "Just Do It" campaign in 1988 to help drive its comeback against rival Reebok in the sportswear market. The campaign was successful because it tapped into the 1980s fitness craze and consumer desire for a healthy lifestyle. It used celebrity endorsements and humorous but motivating ads to convince people to exercise and view Nike sneakers as essential for an active lifestyle. The coordinated, identifiable campaign stayed on message and helped Nike expand its business beyond runners to a mass market.