Ad exec says convicted murderer responsible for famous Nike slogan
BEAVERTON, Ore. — The famous Nike slogan “Just Do It” has been around since the 1980’s, but the advertising executive who coined the phrase says it really came from a convicted murderer years earlier.
Just before he was executed by a firing squad in Utah, Gary Gilmore reportedly said “Let’s do it.”
The case drew national attention and also became a book and TV movie called “The Executioner’s Song”, starring Tommy Lee Jones in 1982.
In a recent interview, Dan Wieden tells Dezeen Magazine the line came to him while creating a new ad campaign for Nike.
But Wieden says he changed it from “Let’s do it” to “Just Do It” so he wouldn’t have to give the killer credit.