The second Friday of January each year is known as Quitter’s Day—a marker of faded intentions and abandoned resolutions. Research suggests that by this day, up to 25% of people have already given up on their New Year’s resolutions. This year, that date fell on January 10—yesterday.

Quitter’s Day represents a turning point. It's a moment when the excitement of New Year’s resolutions fades and we’re faced with the reality of our goals. While the temptation to give up is strong, this is the moment that calls for resilience. The real challenge lies in sticking with it when motivation drops, when progress slows, or when things feel difficult. It’s easy to abandon a goal here, but those who persist discover that it’s persistence that truly makes the difference.

When I feel inertia in my goals, I often think about Nike’s “Just Do It” slogan—not as a corporate catchphrase, but as an idea brought to life. I imagine Nike not as a company, but as a person—a symbol, a voice of encouragement [1].

I once heard a story about Phil Knight, the co-founder of Nike, speaking at a large conference. He stood up and asked the audience, “If any of you have ever run for exercise, can you please stand up?” Most of the room stood. Then he said, “If you run at least once a week, please keep standing; everyone else, sit down.” Many sat. “If you run twice a week, please keep standing.” More sat. “If you run three times a week, rain or shine, regardless of the weather or the temperature, please keep standing.” By now, only a handful of people were left standing.

Knight looked at the remaining runners and said, “The next time you’re out there before the sun is up, when it’s dark, cold, and wet, and you’re running by yourself, we’re the ones standing under the lamppost cheering you on.”

It’s a powerful analogy and in that moment, you understand what “Just Do It” really means. It’s not about winning or being perfect—it’s about showing up, trying, and simply doing. The message isn’t about Nike; it’s about you. It’s about choosing to persist in the face of challenge, even when no one else is watching.

If you’ve set a New Year’s resolution and have already faltered, reclaim Quitter’s Day. Let this be the day you decide to recommit—not to perfection, but to persistence. Which sounds better: “I kept my New Year’s resolution from January 1st to January 10th,” or “On January 10th, after stumbling on my first attempt, I made the decision to lock in and finish the year strong”?

New Year’s resolutions are arbitrary and largely symbolic. The truth is, you don’t have to start on January 1st. You can start on January 11th, February 1st, or any day you choose. What matters is starting and persisting—no matter the day.

You can do it.

Footnotes:
1. The name Nike originates from the Greek goddess of victory, embodying triumph and perseverance—concepts that align with the brand’s ethos of encouragement and resilience.