Top Highlights

• For some reason that line resonated deeply in the athletic community and just as deeply with people who had little or no connection to sports.”
• Considering how intrinsic to the brand it now seems, the slogan had inauspicious beginnings. It was created in 1987 by Wieden + Kennedy to accompany Nike’s first major television campaign, which included commercials for running, walking, cross-training, basketball and women’s fitness.
• “In reviewing the work the night before the client presentation, I felt we needed a tagline to give some unity to the work, one that spoke to the hardest hardcore athletes as well as those talking up a morning walk.”
• In Doug Pray’s 2009 documentary about advertising, Art & Copy, he confesses that the idea for the line was sparked by the last words of convicted murderer Gary Gilmore, who said “Let’s do it!” to the firing squad before his execution.
• A TV commercial in 1995 further reiterated the message. The spot stars a number of girls and young women speaking directly to camera and pronouncing a series of statements:

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