In an interview6 with Dezeen magazine, Dan Wieden, the executive behind the famous slogan of Nike, offered a first-hand account of the genesis of “Just do it.” He recalls his struggle to crack a creative tagline to form a common thread to connect seemingly unrelated TV commercials ready to be aired. That’s when the name of Gary Gilmore popped up in his mind. Gary Gilmore was a murderer who was to be executed by a firing squad. In the words of Dan Wieden, “They asked him if he had any final thoughts, and he said: ‘Let’s do it’. I didn’t like ‘Let’s do it’, so I just changed it to ‘Just do it’.
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