Nike's famous slogan, "Just Do It," coined in 1988, has become one of the most recognizable and influential marketing phrases worldwide. Its creation, attributed to the co-founder of Wieden+Kennedy advertising agency, Dan Wieden, indeed has a grim origin story. Wieden drew inspiration from the last words of Gary Gilmore, a convicted murderer who was executed by firing squad in Utah in 1977.
Gilmore's last words before his execution were "Let's do it." Struck by the starkness and determination of the phrase, Wieden adapted it into "Just Do It" for Nike's ad campaign. The slogan was intended to resonate not only with athletes but with everyone facing personal challenges or procrastination. It was meant to encourage confidence and action, a straightforward call to break inertia and take action—whether in sports or life's many pursuits.
The campaign was a huge success, helping to elevate Nike from being a player primarily recognized in the track and field community to becoming a global sportswear powerhouse. It resonated across cultures and age groups, effectively meshing with the aspirations and attitudes of athletes and non-athletes alike.
Since its inception, "Just Do It" has not only helped shape the brand's identity but has also been lauded for its motivational appeal. Nike has employed the slogan in numerous advertisements featuring a range of sports celebrities, further entrenching its position in popular culture. Despite its origins in the words of a condemned man, the slogan encourages a positive and proactive attitude, demonstrating the complex interplay between language, context, and meaning in advertising.
