• iconNews
  • videos
  • entertainment
  • Home
  • News
    • UK News
    • US News
    • Australia
    • Ireland
    • World News
    • Weird News
    • Viral News
    • Sport
    • Technology
    • Science
    • True Crime
    • Travel
  • Entertainment
    • Celebrity
    • TV & Film
    • Netflix
    • Music
    • Gaming
    • TikTok
  • LAD Originals
    • Say Maaate to a Mate
    • Daily Ladness
    • Lad Files
    • UOKM8?
    • FreeToBe
    • Extinct
    • Citizen Reef
  • Advertise
  • Terms
  • Privacy & Cookies
  • LADbible Group
  • UNILAD
  • SPORTbible
  • GAMINGbible
  • Tyla
  • UNILAD Tech
  • FOODbible
  • License Our Content
  • About Us & Contact
  • Jobs
  • Latest
  • Topics A-Z
  • Authors
Facebook
Instagram
X
Threads
Snapchat
TikTok
YouTube

LAD Entertainment

YouTube

LAD Stories

Submit Your Content

Home> News

Published 13:01 17 May 2023 GMT+1

Nike's 'Just Do It' slogan was based on the last words of a murderer

The iconic slogan was based on the last words of double-murderer Gary Gilmore

Rhiannon Ingle

Rhiannon Ingle

While many of us associate the slogan 'Just Do It' with swanky trainers and trendy athleisure wear - it's clear the origins of the phrase come from a far more harrowing place than we would have ever thought.

The phrase, first coined by the sportswear brand back in 1988, has since cemented itself as, arguably, one of the most iconic advertising mottos of the century.

However, fans of Nike will be shocked to find out those three special words were inspired by the last words of a prolific murderer.

Advert

The famed 'Just Do It' slogan has some pretty macabre roots.
David Taljat / Alamy Stock Photo

The famed tagline helped build Nike's giant empire all thanks to the titan of the marketing industry, Dan Wieden.

Wieden worked on a whole plethora of campaigns in his decade-spanning career including Old Spice, Coca Cola and the beloved shoe retailer.

His biggest claim to fame, however, was for the then smaller brand based out of Oregon.

The 'Just Do It' advert, featuring an 80-year-old runner named Walt Stack, went on to skyrocket Nike to success and helped shape the company into the booming company it is today.

Advert

Speaking of Wieden's genius marketing strategy, Nick DePaula, an NBA feature writer at ESPN said: "Not only was the slogan great, and also approachable and vague enough that anybody could apply it to whatever it was they were trying to aspire to do."

However, it's clear the inspiration behind the slogan was the farthest thing from 'approachable' given that it hails from double-murderer Gary Gilmore who killed two people in Utah back in 1976.

Gilmore brutally robbed and murdered Max Jensen, a gas station employee and then Bennie Bushnell, a motel manager, the following evening according to US Supreme Court records.

Gary Gilmore, the inspiration behind Nike's iconic slogan, killed two people back in 1976.
Clark County Prosecutor's Office (Portland Police Bureau #35142)

Records show that Gilmore ended up shooting himself in the hand during the ordeal and headed to his cousin's house in need of assistance.

Advert

His cousin, however, turned him into the police when she caught light of what he had done.

Gilmore was subsequently sentenced to death that same year and sent to Utah State Prison before he was executed by firing squad.

When asked what his final words were, Gilmore responded: "Let's do it."

Ring a bell?

Explaining the bizarre slogan source, Wieden told filmmaker Doug Pray in his 2009 documentary Art & Copy: "I liked the 'do it' part of it."

Advert

Wieden also once revealed: "None of us really paid that much attention. We thought 'Yeah. That'd work'."

And it sure did.

In a separate interview with design website Dezeen, Wieden revealed: "I was trying to write something that would tie it up, so it could speak to women who had just started walking to get in shape, to people who were world-class athletes - and it had the same kind of connection with them."

Now that's some outside-the-box thinking.

Featured Image Credit: GL Archive / Alamy Stock Photo / Patti McConville / Alamy Stock Photo

Topics: Nike, Fashion, Crime, True Crime

Rhiannon Ingle
Rhiannon Ingle

Rhiannon Ingle is a Senior Journalist at Tyla, specialising in TV, film, travel, and culture. A graduate of the University of Manchester with a degree in English Literature, she honed her editorial skills as the Lifestyle Editor of The Mancunian, the UK’s largest student newspaper. With a keen eye for storytelling, Rhiannon brings fresh perspectives to her writing, blending critical insight with an engaging style. Her work captures the intersection of entertainment and real-world experiences.

Advert

Advert

Advert

Choose your content:

26 mins ago
an hour ago
2 hours ago
  • Getty Stock PhotoGetty Stock Photo
    26 mins ago

    How long people will have to wait for new 4-in-1 weight loss drug that 'combines Mounjaro and Ozempic effects'

    The drug would target four hormone receptors and could result in weight loss of up to 30 percent

    News
  • x/alexiuss11x/alexiuss11
    an hour ago

    Shocking moment fan tries to get into world no1's bag while he's not looking at US Open

    Jannik Sinner had just secured the bag when a fan tried to get in his

    News
  • TikTok/@bellamayculleyxTikTok/@bellamayculleyx
    an hour ago

    Pregnant British teen who 'trafficked £200k of cannabis' told she can walk free on one condition

    Negotiations are said to be close to completion for the teen's release

    News
  • Contributor/Getty ImageSContributor/Getty ImageS
    2 hours ago

    China about to reveal one of world's best 'secret weapons' in front of Putin

    Vladimir Putin is visiting China and they're expected to show off their new toys

    News
  • Woman who was held captive in soundproof bunker by stalker of 13 years speaks out about terrifying experience
  • Judge made murderer choose his own prison sentence without realising after claiming he was innocent
  • Netflix thriller based on real-life hostage situation in Apple store viewed 15,000,000 times in a week
  • Man to be executed on death row in just days despite new evidence that could prove crime was never committed