The inception of Nike's renowned slogan, "Just Do It," in 1988 by Dan Wieden, the co-founder of the advertising agency Wieden+Kennedy, holds a fascinating and somewhat grim origin. Contrary to its motivational and universally recognized appeal, the three-word mantra traces back to the final moments of Gary Gilmore, a convicted murderer on death row.

Gary Gilmore's notoriety emerged in 1977 when he faced a death sentence for the heinous robbery and killings of a gas station attendant and a motel worker in Utah the previous year. During the violent incident, Gilmore shot himself in the hand and sought medical aid from his cousin Brenda. However, she made the courageous decision to report him to the authorities. Given the choice of his method of execution, Gilmore opted for a firing squad and, just before facing it, uttered the words, "Let's do it."

The obscure connection between these haunting last words and Nike's iconic slogan surfaced during a creative struggle faced by Dan Wieden in 1988 while conceptualizing a tagline for Nike. Wieden, recalling the chilling story of Gilmore, transformed the phrase to "Just Do It," finding it more fitting for the athletic brand. Despite initial doubts from Nike's co-founder Phil Knight, Wieden's persuasive vision prevailed.

Debuting in a television advertisement featuring an 80-year-old runner named Walt Stack, the "Just Do It" slogan, coupled with the swoosh logo, catapulted Nike into one of the most influential marketing campaigns of the 20th century. While the brand witnessed a surge in sales and cultural prominence through celebrity and athlete endorsements, the origins of the slogan remain a lesser-known and grim facet of Nike's history. The seemingly harmless encouragement to "Just Do It" conceals a dark narrative rooted in the final words of a condemned murderer.