Since its creation in 1988, Nike's slogan "Just Do It" has become recognisable. It has since become one of the most identifiable and common phrases in the world, and it has helped Nike in increasing product and product sales. But did you know "Just Do It" were the words of a criminal "Gary Gilmore" who was on a death row.
Who Was Gary Gilmore
Gary Gilmore, the infamous serial killer, robbed a gas station in 1976 and killed the attendant and a motel worker. He shot himself in the hand and requested medical help from his cousin, but she turned him over to the cops.
After that, he was sentenced to death and imprisoned in Utah. He asked for his last words before he died, and they were “Lets do it.”
Nike's Slogan Was Born From These Words
After ten years, Dan Wieden, an advertising executive and co-founder of Wieden and Kennedy, made a pitch to Nike in 1988. Nike was not a well-known company at the time, with competitors such as Reebok beating them at every turn. Wieden pitched Nike with the Utah killer slogan “Let’s do it,” which he simplified to “Just do it,” with the hope of uniting athletes worldwide. Most of Nike’s employees disliked it, and even Phil Knight, the company’s co-founder, opposed it before using it in a commercial featuring Walt Stack, an 80-year-old athlete.