Just do it.

“Just do it” is widely credited to advertising executive Dan Wieden, co‑founder of the Portland agency Wieden+Kennedy. He coined the line in 1988 while developing a new brand campaign for Nike, which was seeking a unifying message for its athletic footwear and apparel. Wieden has said he drew inspiration from the last words of convicted murderer Gary Gilmore (“Let’s do it”) before his 1977 execution, reshaping the phrase into a punchier imperative. The slogan debuted in Nike advertising in 1988 and quickly became one of the most recognizable taglines in modern marketing.

The phrase compresses an entire motivational philosophy into three words: stop overthinking, overcome hesitation, and act. Its power lies in its deliberate vagueness—“it” can be training, competing, starting a habit, or taking a personal risk—allowing audiences to project their own goals onto the command. As a piece of rhetoric, it uses the imperative mood to create urgency and confidence, framing action as the antidote to doubt. In Nike’s context, it also democratizes athletic identity: you don’t need permission or perfection to begin; commitment is proven by doing.

“Let’s do it.” (Gary Gilmore’s reported last words, often cited by Wieden as the inspiration)
“Just Do It.” (capitalization as used in Nike branding)
“Just do it!” (common punctuated form in speech and print)