"He remembered his 'Let’s do it' as this ultimate act of intention," Bella says. And his firm, Wieden+Kennedy, happened to be based in Oregon, where murderer Gary Gilmore had also lived. "Nike needed something to kind of change their way fast," Bella says.įor Nike’s next campaign, advertising executive Dan Wieden thought the company needed a tagline. It was a year in which sales dropped 18 percent, earnings declined 40 percent to $0.93 a share, and we struggled with market share,' " Petrzela says. "It's interesting to look at annual report, and I'll just read a little bit of the statement to shareholders, where they say: 'In the vernacular of the Wall Street brokerage community, Fiscal 1987 was a mixed year for Nike. Meanwhile, Reebok hadn't missed the boat. They had really missed the boat on aerobics." But in 1987 they were having kind of a tough time. "Nike already was a big global company, there's no question about it," Petrzela says. "It had gone public in the early 1980s. Ten years after Gary Gilmore was executed, Nike was in a tough spot. Convicted murderer Gary Gilmore helped inspire Nike's "Just Do It" tagline. "And his last words were, 'Let’s do it,' " Bella says. Gilmore was asked if he had anything to say. "And that day he’s in a plain T-shirt with a bag over his head." "And he is set to be executed by firing squad, so a very brutal execution," Bella says. The 36-year-old Gilmore had killed two men in Utah. "A man named Gary Gilmore was actually set to be the first person to be executed in the United States in a 10-year period." "What was happening that morning was actually a very landmark event," says Timothy Bella, Morning Mix deputy editor for the Washington Post. The best place to start is the Utah State Prison on the morning of Jan. "What is most people's reaction when you tell them the origin story?" I ask Petrzela. But I wouldn't say the origin story is necessarily very familiar." They've probably made fun of it at some point. "Probably not," says New School history professor Natalia Mehlman Petrzela, who is writing a book about American fitness culture.
But did most of the people who were talking about the Kaepernick commercial know the history of Nike's "Just Do It" tagline? In September, former 49ers quarterback Colin Kaepernick became the new face of Nike's "Just Do It" advertising campaign.
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This story is part of Only A Game 's Thanksgiving Leftovers Show. Find the full episode here. (Eric Risberg/AP) This article is more than 3 years old. We look back at the history of the three-word phrase. In September, former 49ers quarterback Colin Kaepernick became the new face of Nike's "Just Do It" campaign.
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