Though Nike was trying to find its footing in the market, they realized they needed a memorable tagline that could resonate with consumers on a deeper level. When the company’s advertising agency discovered the phrase “Let’s do it,” uttered by convicted murderer Gary Gilmore, they seized on the potential to transform its gritty origin into a motivational mantra that could inspire athletes across the globe. By reinterpreting a dark moment in history, Nike crafted an iconic brand narrative that transcended its original context.
The irony in the evolution of Nike’s slogan from the last words of a death row inmate to a call-to-action for fitness enthusiasts is remarkable. Gilmore’s expression, meant to signify a grim acceptance of fate, was recontextualized into a universally appealing message encouraging action and motivation. This marketing genius illustrates how brands can take something unsettling and reshape it into a positive, aspirational statement that resonates with millions, demonstrating the powerful influence of narrative in advertising.
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