Nike Reveal Real Meaning Of ‘Just Do It’ And It’s A Bit Grim

By : Sam RidgwayTwitterLogo

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gilmore Nike Reveal Real Meaning Of Just Do It And Its A Bit Grim

The real reason behind Nike’s popular catchphrase ‘Just Do It’ has been revealed by the advertising executive behind it, and it’s not what you’d imagine.

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So, the reason? It was the last words of armed-robber and murderer Gary Gilmore from Texas, moments before a firing squad executed him.

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Speaking about the origin of it, co-founder of advertising agency Wieden and Kennedy, Dan Wieden said:

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I was recalling a man in Portland in the 70s. He grew up in Portland, and ran around doing criminal acts in the country, and was in Utah where he murdered a man and woman, and was sent to jail and put before a firing squad.

They asked him if he had any final thought and he said: ‘Let’s do it’. I didn’t like ‘Let’s do it’ so I just changed it to ‘Just do it’.

dan wieden dandad hed 2013 Nike Reveal Real Meaning Of Just Do It And Its A Bit GrimDan Wieden

At first, the suggestion for the slogan was turned down by Nike co-founder Phil Knight, but Wieden urged them to trust him, and trust him they did. The slogan became massive, very quickly.

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Campaign magazine spoke about the slogan, saying:

It is arguably the best tagline of the 20th century. It cut across age and class barriers, linked Nike with success – and made consumers believe they could be successful too just by wearing its products.

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