“Just Do It” is the aspirational and inspirational slogan of the American show company Nike. The tagline was coined by Dan Wieden, one of the founders of the Wieden+Kennedy ad agency. In 1977, he followed the murder case of Gary Gilmore, who was executed by firing squad. Wieden was brainstorming for a tagline for a new series of Nike commercials, and he remembered Gilmore’s last word, “Let’s do it.” He changed it to “Just Do It,” and the rest, they say, is history.