Uploaded June 2021 | Updated September 2026, 3 weeks ago
The phrase, 'Just Do It" was first used in a Nike advert in 1988, and was pitched to the Nike by Dan Wieden co-founder of Wieden+Kennedy Portland, who admitted that it was borrowed from something a Utah murderer uttered as he faced a firing squad.
Wieden, had a number of teams working on the Nike account to create a 30-second commercial that he could pitch to Nike founder and CEO Phil Knight. Wieden was concerned that there was no cohesive theme. He needed a slogan. While brainstorming the slogan, Wieden referenced double-murderer Garry Gilmore’s infamous last words, “Let’s do it,” while Gilmore was on death row. Despite the slogan’s massive success in ushering in a new era for Nike, it also came with some controversy.
When Wieden initially pitched the idea to Knight, Knight was reluctant to use the slogan, and skeptical on Nike’s need for advertising in general. To this, Wieden responded, “Just trust me on this one.”
'JUST DO IT' proved to be simple enough that it could be understood globally. When companies today attempt to come up with slogans to embody their mission, 'JUST DO IT' is the gold standard.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
The phrase, 'Just Do It" was first used in a Nike advert in 1988, and was pitched to the Nike by Dan Wieden co-founder of Wieden+Kennedy Portland, who admitted that it was borrowed from something a Utah murderer uttered as he faced a firing squad.
Wieden, had a number of teams working on the Nike account to create a 30-second commercial that he could pitch to Nike founder and CEO Phil Knight. Wieden was concerned that there was no cohesive theme. He needed a slogan. While brainstorming the slogan, Wieden referenced double-murderer Garry Gilmore’s infamous last words, “Let’s do it,” while Gilmore was on death row. Despite the slogan’s massive success in ushering in a new era for Nike, it also came with some controversy.
When Wieden initially pitched the idea to Knight, Knight was reluctant to use the slogan, and skeptical on Nike’s need for advertising in general. To this, Wieden responded, “Just trust me on this one.”
'JUST DO IT' proved to be simple enough that it could be understood globally. When companies today attempt to come up with slogans to embody their mission, 'JUST DO IT' is the gold standard.
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
