"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."

"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.”"

"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:"

"Interestingly, Nike itself does not see the line as simply a slogan, but more as a brand identity or philosophy."

"“Instead, what we’ve found to be most effective is inviting people to join us in what we believe in and what we stand for. And what we stand for is to serve and honour athletes."