Nike began a new chapter of its own history this week when it tinkered with the slogan that has served it well for 37 years. Introduced in 1988, “Just Do It” was among the best known catchlines in marketing history, enjoying an 82.3% recognition rate, according to a 2018 poll by Survata.

If the change is a bold move, it’s also a measured one. “Just Do It” has become “Why Do It,” but the essential component—“do it”—remains.

Mostly forgotten, however, is how it got there in the first place.

“Just Do It” was an adaptation of “Let’s do it,” the final words spoken by spree killer Gary Gilmore shortly before his execution in 1977.

Had almost any other ad executive pitched that one, it might never have made it out of the conference room. But in this case, the adman was Dan Wieden, cofounder

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