The “Just Do It” slogan is one of the most iconic and enduring marketing campaigns in history, associated with the sportswear brand Nike. The slogan was created in 1988 by an advertising agency called Wieden+Kennedy.

The story behind the slogan’s creation is quite interesting. At the time, Nike was a successful but still growing company, looking to expand its market share. The company’s previous advertising campaigns had focused primarily on the technical aspects of its products, emphasizing their quality and performance.

Wieden+Kennedy, the agency responsible for Nike’s advertising, wanted to take a different approach and tap into a more emotional and motivational angle. The team at the agency, led by co-founder Dan Wieden, brainstormed various ideas and slogans. Then they spotted an intel, creative I would call it. The phrase came from the final words of a death row inmate who was facing execution.

The inspiration for the “Just Do It” slogan reportedly came from the last words of Gary Gilmore, a convicted murderer who was executed in 1977. Gilmore’s final statement before his execution was, “You know, let’s do it.” Wieden found these words simple, direct, and powerful and decided to adapt them into a more positive and motivating phrase for Nike’s campaign.

The agency’s creative team added the word “Just” at the beginning of the phrase, and “Do It” at the end, transforming it into the iconic three-word slogan: “Just Do It.” This slogan encapsulated the idea of pushing oneself to overcome challenges, taking action, and embracing the spirit of enterprise, determination and achievement.

When the campaign was launched, “Just Do It” quickly resonated with consumers, capturing the essence of Nike’s brand identity and appealing to athletes and everyday individuals alike. The slogan became synonymous with Nike and has remained a central part of their marketing ever since. It has been widely recognized and celebrated for its motivational and empowering message.

What’s your own brand story?