Just Do It A Motivational Chant Or A Call To Violence

Nike's Just Do It: The Controversial Slogan with a Dark Origin

Just Do It: A Motivational Chant or a Call to Violence?

Nike's iconic Just Do It slogan has been emblazoned on countless t-shirts, shoes, and billboards for over three decades. However, the origins of this motivational mantra are shrouded in controversy and a shocking tale of murder.

The Inspiration Behind the Slogan

Gary Gilmore's Last Words

In 1977, a convicted murderer named Gary Gilmore uttered the chilling words, "Let's do it," before his execution. These words would later become the inspiration for Nike's Just Do It slogan.

WiedenKennedy, Nike's advertising agency, was tasked with creating a slogan that would capture the spirit of competitive athletes. The agency's founder, Dan Wieden, was exploring the theme of overcoming fear when he came across Gilmore's last words.