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In 1977, Gary Gilmore faced a firing squad — the punishment he chose after he was convicted of killing two men in Utah. His last words were: “Let’s do it.”

This phrase would end up becoming the basis for arguably the most famous brand slogan of all time.

Wieden+Kennedy’s co-founder Dan Wieden resurrected and transformed the final words of Gilmore, who was also a native of Portland, Oregon, for a pitch for Nike ten years later. The young shop won the account and the slogan “Just do it” went on to inspire generations of aspiring athletes to get up and get motivated. 

The source of inspiration for Nike’s famous slogan is surprising, but it’s not the only interesting backstory to how brand slogans have come about. Learn more about the history behind the most famous brand slogans in this infographic from Stratx.