Did You Know the Chilling Story Behind Nike’s “Just Do It” Trademark?

In a world full of copycats, stand out and be truly unique!

That’s exactly what a trademark does…

We’ve all heard inspiring stories behind famous brands, but did you know that Nike’s iconic “Just Do It” trademark has a surprisingly dark origin?

Most people hear Nike’s slogan and think of motivation, ambition, and athletic grit but few know it was born from a moment far darker than inspirational.

Back in 1988, ad executive Dan Wieden was searching for a bold, unforgettable line to anchor Nike’s new campaign. The spark he found came from an unexpected and unsettling, source: the final words of convicted murderer Gary Gilmore.

Before Gilmore was executed by firing squad in Utah in 1977, his final words were reported to be, “Let’s do it.” Wieden, finding power in the certainty of this ultimate challenge, adapted the phrase, changing “Let’s” to the more direct and imperative “Just Do It.”

That stark, defiant phrase stuck with Wieden ….and a global marketing phenomenon was born.

It’s wild to think that one of the most uplifting slogans in history traces back to such a dark final moment. Yet that twist of fate turned a grim sentence into a trademark that has fueled billions in sales and inspired generations worldwide.

Written by our IP Specialist Ms. Leonila Martinez