the abstract concept for which 'Just Do It' applies

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But science sets out confidently on the endeavor finally to know the thing in itself, and even though we realize that this ideal goal can never be completely reached, still we struggle on towards it untiringly. And we know that at every step of the way each effort will be richly rewarded. Max Planck

Just Do It (Wikipedia) Just Do It or JDI for short is a trademark of shoe company Nike. The slogan was coined in 1988 at an advertising agency meeting. The founder of the Wieden+Kennedy agency, Dan Wieden, credits the inspiration for his “Just Do It” Nike slogan to death row Gary Gilmore’s last words: “Let’s do it.” From 1988 to 1998, Nike increased its share of the North American domestic sport-shoe business from 18% to 43% (from $877 million to $9.2 billion in worldwide sales). In many Nike-related situations, “Just Do It” appears alongside the Nike logo, known as the Swoosh.