Dan Wieden, of ad agency Wieden+Kennedy, told Dezeen in a recent interview how in 1988 he was struggling to come up with a line that would tie together a number of different TV commercials they had created for the sportswear brand.
Wieden said how he based one of the world's most recognisable tag-lines on the words of a convict facing a firing squad. "They asked him if he had any final thoughts and he said: 'Let's do it'. Wieden didn't like 'Let’s do it' so he changed it to 'Just do it'."
The convict was Gary Gilmore, who, in 1976, robbed and murdered two men in Utah and was executed the following year.