Just Do It (stylized as JUST DO IT. and set in Futura Bold Condensed) is a trademark of shoe company Nike, and it is one of the core components of Nike's brand. The slogan was coined in 1988 at an advertising agency meeting. The founder of the Wieden+Kennedy agency, Dan Wieden, credits the inspiration for his "Just Do It" Nike slogan to Gary Gilmore’s last words: "Let's do it." The "Just Do It" campaign allowed Nike to further increase its share of the North American domestic sport-shoe business from 18% to 43%, (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998. In many Nike-related situations, "Just Do It" appears alongside the Nike logo, known as the Swoosh.

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  • Just Do It (stylized as JUST DO IT. and set in Futura Bold Condensed) is a trademark of shoe company Nike, and it is one of the core components of Nike's brand. The slogan was coined in 1988 at an advertising agency meeting. The founder of the Wieden+Kennedy agency, Dan Wieden, credits the inspiration for his "Just Do It" Nike slogan to Gary Gilmore’s last words: "Let's do it." The "Just Do It" campaign allowed Nike to further increase its share of the North American domestic sport-shoe business from 18% to 43%, (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998. In many Nike-related situations, "Just Do It" appears alongside the Nike logo, known as the Swoosh. Back in the late 70's in Brooklyn NY existed a small pharmacy named Rite Drugs. Employee Marlene, mother in law of owner Steve Smolin, would do her own thing when it came to merchandising stock. She might put the Mylanta antacid in the enema section, for example. She would vehemently rebel when Steve tried to correct her. "Just do it" Steve would have to bark out multiple times at increasing levels of volume before Marlene would sheepishly comply. This routine would be carried out on a daily basis. Imitating Steve, the staff would soon pick up this routine in communicating with one another. "ji ji ji just do it Mario" they would bellow out to one another during the course of the work day (imitating Steve's lisp) It was not long before this utterance reverberated throughout the schoolyards of Bensonhurst. "ji ji ji just do it Joey" was belted out in unison when complained about playing left field. More of the same for basketball games. Employee Lenny Rizzi informed us that even his auxiliary police unit adopted this theme. "just do it" would be the inevitable reply from headquarters when an officer would complain about responding to another domestic disturbance call. "Steve, your famous" noted Lenny at the time. (en)
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  • Just Do It (stylized as JUST DO IT. and set in Futura Bold Condensed) is a trademark of shoe company Nike, and it is one of the core components of Nike's brand. The slogan was coined in 1988 at an advertising agency meeting. The founder of the Wieden+Kennedy agency, Dan Wieden, credits the inspiration for his "Just Do It" Nike slogan to Gary Gilmore’s last words: "Let's do it." The "Just Do It" campaign allowed Nike to further increase its share of the North American domestic sport-shoe business from 18% to 43%, (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998. In many Nike-related situations, "Just Do It" appears alongside the Nike logo, known as the Swoosh. (en)
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  • Just Do It (en)
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