Short Answer:
The last words of convicted murderer Gary Gilmore.
Read the full story below.
The True Real Life Inspiration Behind Nike’s “Just Do It” Slogan!
It has a surprisingly dark origin
Nike’s “Just Do It” campaign, launched in July 1988, marked a pivotal shift for the brand from product-focused advertising to inspirational storytelling that resonated universally. Created by the Portland-based agency Wieden+Kennedy, the slogan was coined by co-founder Dan Wieden during a late-night brainstorming session for Nike’s first major national TV campaign, which targeted a broad audience including runners, walkers, cross-trainers, basketball players, and women in fitness. The phrase aimed to unify diverse ads under a simple, motivational banner that encouraged action regardless of one’s athletic level.
The inspiration behind “Just Do It” has a surprisingly dark origin. Wieden drew from the last words of Gary Gilmore, a convicted murderer executed by firing squad in Utah on January 17, 1977. Gilmore, who had been found guilty of robbing and killing two men—a gas station attendant and a motel clerk—in separate incidents over two days in 1976, reportedly said “Let’s do it” just before his execution. Wieden was struck by the resolve in those words, adapting them to “Just Do It” to evoke determination in the face of uncertainty. He later reflected that the phrase captured an “ultimate act of intention,” blending it with influences like Nancy Reagan’s anti-drug “Just Say No” campaign for a concise, imperative tone. Initially, Nike founder Phil Knight was skeptical, but the slogan stuck.
By 2025, Nike refreshed the ethos with the “Why Do It?” campaign to engage a new, more anxious generation, reinforcing the original message as a call to start, try, and persevere. Today, “Just Do It” remains a cultural touchstone, symbolizing empowerment and resilience far beyond sneakers. The campaign debuted with a TV spot featuring 80-year-old San Francisco runner Walt Stack jogging across the Golden Gate Bridge, emphasizing that sport is accessible to everyone and ending with the now-iconic tagline.
Over the years, it evolved to feature athletes like Michael Jordan, Serena Williams, and Kobe Bryant, while addressing social issues—such as the 1995 “If You Let Me Play” ad, which highlighted the benefits of sports for girls, including reduced risks of breast cancer, depression, and teen pregnancy. The slogan’s impact was profound: From 1988 to 1998, Nike’s North American sport-shoe market share surged from 18% to 43%, with global sales rising from $877 million to $9.2 billion. By 2025, Nike refreshed the ethos with the “Why Do It?” campaign to engage a new, more anxious generation, reinforcing the original message as a call to start, try, and persevere. Today, “Just Do It” remains a cultural touchstone, symbolizing empowerment and resilience far beyond sneakers.
Famous Quotes
“Health Nuts”–Redd Foxx Funny Quote
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Famous Quotes
“Health Nuts”–Redd Foxx Funny Quote
Rated 0 out of 5
$34.98
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This product has multiple variants. The options may be chosen on the product page
Famous Quotes
“Health Nuts”–Redd Foxx Funny Quote
Rated 0 out of 5
$27.98
Select options
This product has multiple variants. The options may be chosen on the product page
Famous Quotes
“Health Nuts”–Redd Foxx Funny Quote
Rated 0 out of 5
$27.98
Select options
This product has multiple variants. The options may be chosen on the product page