Little did we know about Nike’s famous, “Just do it” jingle. Who would have guessed that the saying is a twist off of a murderer’s last words? That’s right! Gary Gilmore of Portland, Oregon was killed in 1977 by a firing squad for the criminal acts he had done in 1976. We ask ourselves why use such a dangerous man’s last words for a new and exciting brand.
The truth is, the $3 billion company had already had great standings with the public with their already famous logo, “Swoosh”. They just needed a little bit more edge, and boy did they find it! “Just do it” is now one of the most famous logos worldwide.