How a Murderer's Last Words Inspired Nike's Most Iconic Slogan
The Most Famous Slogan in Sports History
"Just Do It." Three words that have motivated generations of athletes and non-athletes alike. But the origin of those words is far darker than most people know.
The Story
In 1988, Nike was searching for a message that would resonate with everyone, a message about determination, grit, and pushing through adversity. Dan Wieden, co-founder of Wieden+Kennedy, 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."
Wieden saw something powerful in those words. 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.
Why It Worked
Nike's "Just Do It" didn't sell shoes. It sold a mindset. The slogan tapped into something deeper, the universal human desire to push past fear and take action.
That emotional resonance is why the slogan has endured for nearly 40 years without changing.
The Lesson
A powerful, memorable slogan doesn't just sell a product, it taps into something deeper, something emotional.
- 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 how people perceive your brand?
- How can you distil your brand's essence into a phrase that inspires action?
Nike's "Just Do It" turned into a symbol of motivation. It became a mindset. That's the difference between a tagline and a brand truth.
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