🧵 How Nike’s ‘Just Do It’ Slogan Was Inspired by a… Death Row Inmate?

The surprising (and kinda creepy) origin story of Nike’s iconic phrase.

An ad campaign that would go on to become one of the most recognizable in history began in an unlikely and unsettling place - within the final moments of a notorious American criminal case. The last words of a man found guilty of double murder were transformed into a global mantra for athletic ambition and personal empowerment.

Let’s go back.