Nike'S "Just Do It" Slogan Comes From The Last Words.

Nike's classic slogan "Just Do It" is almost unknown, but recently, where the slogan came from, it has been mentioned again recently.

At the international exhibition of design and Exhibition Indaba held recently in Cape Town, South Africa, the founder of Dan W+K, Dan Wieden, revealed how he got inspired by the slogan.

However, this is not a tender story.

In 1980s, competition between the two sports giants Nike and Reebok (Reebok) became increasingly fierce.

At first, Nike became famous by caters to male consumers, making its sales far ahead of the sports shoes market.

But at the same time, Nike and women sports shoes market.

Until 1985, Reebok, which valued women's market, welcomed opportunities. With the rise of American women's aerobic exercise, Reebok's sports fitness shoes were robbed.

Subsequently, Reebok's revenue continued to grow rapidly, and in 1987, it surpassed Nike in various indicators, becoming the world's first sports brand, while the latter went into a hard chase.

In desperation, Nike commissioned the advertising company W+K (Wieden & Kennedy) to envisage an advertising word that could expand its brand influence.

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At that time, he was asked that the key to the idea was to resonate with women who first participated in the fitness campaign.

However, before the appointment of Nike boss Phil Knight the night before, Wieden still had no clue.

Until midnight, his inspiration finally arrived, from a seemingly impossible place.

About 10 years ago, an American named Gary Gilmore caught the attention of American Society for robbing and killing two lives in Utah.

Subsequently, Gilmore, 35, was sentenced to prison. He spent a long time in Indiana prison.

After his release, Gilmore was admitted to a distant relative in Utah.

However, he soon made the same mistake again.

In 1977, Gilmore robbed and murdered two ordinary people again. The two victims took a cooperative attitude in the robbery, but they were still directly killed by the brutal Gilmore.

The death penalty was suspended in the United States between 1972 and 1976, and last time Gilmore was spared.

This time, Gilmore was undoubtedly sentenced to death. He was also the first person to be executed since the death penalty was restored in the United States, so the case caused a sensation.

Before being executed in Utah, the executioners asked Gilmore what his last words were, and his response was very simple: Let's do it.

Photos of murderer Gilmore in court trial in 1976.

"I remember clearly that I was shocked when I saw this murder incident that night.

But I like the sentence he said before death, especially the two words' do it ', which is very natural and very consistent with the spirit of sports.

Wieden explains this.

Later, in order to enhance the appeal and tone of this advertisement, he added "just" in front of him, meaning "just do it".

"The reason why I express this feeling of freedom and freedom is that I want women to be inspired and to devote themselves to healthy sports without worry. No matter whether they are competitive or ordinary fitness, they are not just men's affairs."

Wieden has added the meaning of advertising language.

Wieden also mentioned that at that time

When he presented the proposal, he prepared five slogans, including "Just Fuck It".

After being shocked for a while, he showed the display board with "Just Do It". Obviously, he had the desire to advance the effect.

In this way, this classic slogan was born.

After that,

In 1988, Nike debuted for the first time in the running promotional film. It produced a great response in the field of sports brand and advertising marketing, and was called "one of the best advertising slogans in twentieth Century".

With the help of this loud slogan, the share of Nike's sports shoes market continued to rise. In 1990, it surpassed Reebok to return to the throne of "the United States first", and in the next 10 years, Nike's global sales increased from 877 million US dollars to 9 billion 200 million US dollars.

Finally, in the 2014 fiscal year, Nike's total revenue reached US $27 billion 790 million and net profit of US $2 billion 690 million, up 9.29% compared to the same period last year.

In 2014, Nike was considered to be the best performance in history.