Just Do It ': The story of the Nike slogan was startling and terrible at first
Before Colin Kaepernick and "Just Do It," there were Gary Gilmore and "Let's Do It."
In a T-shirt with a bag on his head, Gilmore was tied to a chair, waiting for the fire team to kill him in the Utah State Prison. That morning of January 17, 1977, and Gilmore, who was convicted of murdering gas workers and motel managers in Utah the previous year, became the first person in the United States to be implemented in almost a decade. Author Norman Mailer wrote in his novel The Song Executioner that won the 1979 Pulitzer Prize just before his execution, 36-year-old Gilmore was asked if he had the last words.
The story of Gilmore has long been forgotten by most people. But his last words lived in a way that would not be imagined.
In 1988, Dan Wieden, an advertising executive who founded the Wieden + Kennedy agent in Portland, Oregon, made something terrible for Nike. Long before it became a sports brand and the dominant mode, Nike struggled in 1987, failing to follow the Reebok approach that focused on fitness. Like Gilmore, Wieden is a resident of Portland. He remembered the crime and ended.
Wieden said in the 2009 "Art & Copy" documentary that he saw the phrase "do" and used it as inspiration for his field to Nike.
"Of course, it's not about Dan who was inspired by Gary Gilmore, but it's about the statement of primary intentions," said Liz Dolan, former head of marketing at Nike, to The Washington Post. "It must be personal."
The idea is "Just Do It." And it was as if everyone in Wieden was carrying out the slogan by hating the idea.
"I went to Nike and [Nike's co-founder] Phil Knight said, 'We don't need to,'" Wieden said in 2015 to Dezeen magazine, architecture and design publication. "I said, 'Believe me this one.' So they trusted me and he had a big problem quickly. "
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