Just do it: Nike slogan is inspired by killer, reveals creator

Just do It

That Nike’s slogan is one of the most recognizable of all time is not news to anyone. But what few know is that the phrase, which in free translation means something like ‘just do it’, was inspired by an American assassin on the verge of execution.

Just do it: Nike slogan is inspired by killer, reveals creatorimages
Jus do it

The revelation came from Dan Wieden, co-founder of the agency Wieden+Kennedy, who presented the idea to Nike. In an interview with Dezeen magazine, he confessed that the inspiration came from Gary Gilmore, a murderer who in the 1970s was sentenced to death in Utah by firing squad.

Just do it: Nike slogan is inspired by killer, reveals creatorimages1

Gilmore’s famous last words before the execution were ‘Let’s do it’. “How do you face a big challenge that you’re likely to miss, but that you’ll still have to face?”, explained the publicist. “I didn’t like ‘Let’s do it’ so I changed it to ‘Just do it’.”

At first – and for obvious reasons, given the morbid origin of the proposal – Nike refused the idea.
“I went to the company, and Phil Knight told me, ‘We don’t need this shit,'” Gilmore recalls.
The publicist insisted and in the end, the American giant relented. The slogan was one of the drivers of Nike’s consolidation as one of the biggest sports brands in the world.

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