Just Do It

Dan Weiden (of Weiden & Kennedy) on the genesis of Nike’s slogan:

“I was recalling a man in Portland,” Wieden told Dezeen, remembering how in 1988 he was struggling to come up with a line that would tie together a number of different TV commercials the fledgling agency had created for the sportswear brand.

“He grew up in Portland, and ran around doing criminal acts in the country, and was in Utah where he murdered a man and a woman, and was sent to jail and put before a firing squad.”

Wieden continued: “They asked him if he had any final thoughts and he said: ‘Let’s do it’. I didn’t like ‘Let’s do it’ so I just changed it to ‘Just do it’.”

I know innovation is all about recontextualization, but man.