What product's slogan is 'Just Do It'?

The iconic phrase "Just Do It" is the enduring slogan for the athletic apparel and footwear giant, Nike. This three-word mantra has become synonymous with motivation, determination, and pushing past perceived limits, resonating with athletes and everyday individuals alike. It serves as a powerful call to action, encouraging people to overcome hesitation and pursue their goals.

The origin of this widely recognized slogan, introduced in 1988, is surprisingly dark. Advertising executive Dan Wieden, co-founder of Wieden+Kennedy, reportedly drew inspiration from the final words of Gary Gilmore, a convicted murderer executed in Utah in 1977. Gilmore's last words before facing a firing squad were "Let's do it," which Wieden adapted to the more direct and imperative "Just Do It" for Nike's campaign.

At the time of its creation, Nike was facing stiff competition from Reebok and needed a powerful, unifying message to solidify its brand and expand its market reach beyond just professional athletes. The "Just Do It" slogan proved incredibly successful, transforming Nike into a global fashion statement and a cultural symbol of perseverance and achievement. It helped the company define its brand purpose, connecting with people on a deeply personal level by encouraging them to embrace challenges and take action.