A murderer’s last words inspired Nike’s "Just do it"
Dan Wieden, co-founder of the advertising agency Wieden+Kennedy,the agency behind Nike’s “Just do it” slogan says that the world’s most recognisable taglines was based on the words of a murderer facing a firing squad.
Gary Gilmore had robbed and murdered two men in Utah and was executed by firing squad the following year. Gilmore, who had grown up in Portland, Oregan – the city that is home to both Nike and Wieden+Kennedy, was supposed to have uttered ‘Let’s do it’ as his last words (though some say he actually said “Let’s do this”).
Dan Wieden, didn’t think ‘Let’s do it’ was quite it – so he changed it “Just do it”. And the rest, like they say, is history!