When discussing the best and most resonant advertising slogans of all time, Nike‘s iconic “Just Do It” certainly belongs in the conversation. Now, fans of the brand (and of the mechanics of advertising in general) can see just how that famous line was conceived, thanks to a video featuring some of the minds behind it.
It all started at ad agency Wieden + Kennedy, the firm that continues to handle the bulk of Nike’s advertising to this day. And surprisingly, the main inspiration for the motto came from a quote uttered by a criminal prior to his execution.
As for the rest of the story behind the creation of Nike’s “Just Do It” slogan, you can check that out in the video below: