We all know Nike’s legendary slogan — Just Do It. It’s short, punchy, motivational, and globally recognized. Whether you’re a professional athlete or just trying to make it to the gym once a week, that phrase hits home.
But here’s the kicker: it didn’t come from a brainstorming session filled with energy drinks and inspirational quotes. Nope — it has a surprisingly grim origin story involving a death row inmate.
Where Did “Just Do It” Come From?
Back in 1988, Nike was looking to tie all its campaigns together with one powerful phrase. That’s when Dan Wieden, co-founder of the ad agency Wieden+Kennedy, stepped in. He needed a line that would speak to everyone — from beginners in fitness to elite athletes.
Gary Gilmore (white) is said to be the inspiration behind the phrase (Bettman/Getty Images)
In a 2009 documentary called Art & Copy, Wieden revealed the chilling inspiration: Gary Gilmore, a convicted murderer.
Gilmore had committed two murders in Utah in 1976 and was sentenced to death. When facing execution by firing squad in 1977, he was asked for any final words. His reply? “Let’s do it.”
Creepy, right?
Wieden later admitted in interviews with Dezeen, NPR, and Design Indaba, that he slightly tweaked the phrase to “Just do it” — partly because it sounded better and partly to avoid giving Gilmore any credit.
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From Morbid Roots to Marketing Gold
Nike’s ‘Just do it’ slogan is one of the most recognisable in the world (Wei Leng Tay/Bloomberg via Getty Images)
Despite its origin, the slogan turned into a cultural phenomenon. Nike debuted Just Do It in a TV ad featuring 80-year-old marathon runner Walt Stack, showing that the line wasn’t just for pro athletes — it was for anyone trying to move.
The slogan worked because it was so broad and relatable. As Nick DePaula from ESPN put it:
“It was great, approachable, and vague enough that anybody could apply it to whatever it was they were trying to aspire to do.”
Reactions to the Slogan’s Origins
When social media users discovered the slogan’s backstory, many were surprised — and a little creeped out.
- “Yikes didn’t see that coming,” one X (formerly Twitter) user wrote.
- “Ok well that’s ruined that… Bit morbid,” another added.
Still, the slogan has transcended its origins and become a timeless motivational line — proving that even something with a dark beginning can become a powerful force for good.
Want to learn more about ad history?
Check out Business Insider’s full report and NPR’s branding podcast for more insight into marketing’s strangest twists.
Summary:
Nike’s “Just Do It” slogan may be uplifting, but its origin is unexpectedly dark. Still, that hasn’t stopped it from inspiring millions — proof that powerful ideas can come from the most unlikely places.
