The Surprising Story Behind Nike’s “Just Do It” Tagline

The Surprising Story Behind Nike’s “Just Do It” Tagline

The shoe company's brave three word slogan originated form a news story involving a murder.

Keerthana Jagadeesh
  • 10 july 2013

Ever wondered what the story behind the shoe company’s famous tagline was?

Nike‘s ubiquitous bold check mark and to-the-point slogan, “Just do it” have become so popular and influential over the past few years that they created a cult following among fitness and sports enthusiasts.

On the 25th anniversary of the ad that debuted the famous tag line, Dan Wieden, the genius behind those three courageous words reveals the news story that inspired them. You’ll be surprised to know that the story involved a murderer, an execution and Utah.

Check out Wieden‘s tag line story below:

Check out the original Nike ad below:


+consumer goods
+fashion / apparel
+fitness / sport
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