Nike’s legendary “Just Do It” campaign came from an unexpected source. The dark origin behind the slogan might surprise you.
What if I told you that Nike’s “Just Do It” came from a convicted murderer’s final words?
It sounds shocking, but that’s the unexpected truth behind one of the world’s most famous slogans. In 1988, Nike was searching for a message that would resonate with athletes and non-athletes alike—a message about determination, grit, and pushing through adversity. And they found it in the most unlikely place.
Here’s what happened.
Dan Wieden, co-founder of the advertising agency Wieden+Kennedy, was tasked with coming up with a bold new slogan for Nike. He found his inspiration in the last words of Gary Gilmore, a convicted murderer facing execution. Right before he was put in front of a firing squad, Gilmore said, “Let’s do it.” Dark? Yes. But Wieden saw something powerful in those words, something that could capture the essence of Nike’s message: determination in the face of fear.
He reworked the phrase into what would become “Just Do It”—a slogan that transcended sports and became a rallying cry for anyone looking to overcome obstacles. What started as a risky move became a cultural phenomenon, one that’s been tied to personal empowerment for decades.
The lesson?
A powerful, memorable slogan doesn’t just sell a product—it can tap into something deeper, something emotional. Nike’s “Just Do It” turned into a symbol of motivation, pushing people to take action, no matter the odds. It wasn’t just a marketing line—it became a mindset.
What Does Your Brand Stand For?
Ask yourself these questions:
Does your messaging tap into a deeper emotional or cultural insight that resonates with your audience?
Are there bold moves you’ve been hesitant to make that could change the way people perceive your brand?
How can you distil your brand’s essence into a phrase or idea that inspires action and connection?
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