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How Nike just did it: Brand's game-changing slogan was inspired by infamous murderer's last words before he was shot dead by firing squad
Nike’s ‘Just do it’ slogan is undoubtedly a killer line – and now it’s been revealed that the inspiration for it came from an actual killer. The phrase, first used in a Nike advert in 1988, was pitched to the firm by advertising executive Dan Wieden, who admitted that it was borrowed from something a Utah murderer uttered as he faced a firing squad. The condemned man in question was Gary Gilmore, who was sentenced to death in 1977 for robbing and murdering two men in Utah the previous year.
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