Just Do It

Just Do It or JDI for short is a trademark of shoe company Nike. The tagline was coined in 1988 at an advertising agency meeting. The founder of the Wieden+Kennedy agency, Dan Wieden, credits the inspiration for his "Just Do It" Nike slogan to a death row inmate Gary Gilmore’s last words: "Let's do it."^[1] From 1988 to 1998, Nike increased its share of the North American domestic sport-shoe business from 18% to 43% (from $877 million to $9.2 billion in worldwide sales).^[2] In many Nike-related situations, "Just Do It" appears alongside the Nike logo, known as the Swoosh.

^ Peters, Jeremy W. (August 19, 2009). "The Birth of 'Just Do It' and Other Magic Words". New York Times. Archived from the original on June 27, 2013.
^ "Mini-case Study: Nike's "Just Do It" Advertising Campaign". UDOC. Archived from the original on November 11, 2013. Retrieved November 11, 2013.

[nytimes-1] Peters, Jeremy W. (August 19, 2009). "The Birth of 'Just Do It' and Other Magic Words". New York Times. Archived from the original on June 27, 2013.

[udoc-2] "Mini-case Study: Nike's "Just Do It" Advertising Campaign". UDOC. Archived from the original on November 11, 2013. Retrieved November 11, 2013.

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