Since the 1980s, Nike has been one of the world's best-known sports brands.
In a sense, the Nike brand, which has the blessing of many sports stars, has always been a sportswear trend in the casual fashion industry.
Or, too often, Nike itself is part of the popular culture.
In 1985, Michael M. J. Fox in the sci-fi series computer "Back to the Future" trilogy,
They are wearing a pair of Nike-made high-top sneakers.
That pair of shoes later became a cultural icon and was sold at auction in 2016 for 10. The price of $40,000 was bought,
It became the most expensive pair of sneakers sold by Nike at that time.
Shoes from Back to the Future 2
And in the 90s, the legendary basketball player - Flyer Jordan was Nike's most important spokesperson,
His customized Nike "Air Jordan" has inspired countless young people's basketball dreams and has been influential to this day.
Air Jordan
Behind Nike's success, it is naturally inseparable from the famous slogan "Just Do It".
Nike's slogan was mainly aimed at American consumers at that time.
Dominate people who love sports regardless of age, gender or physical fitness level, and encourage them to live a healthy and upward life.
The slogan is full of positive energy, and a number of famous athletes have endorsed the brand of Nike shoes,
Let Nike quickly establish word of mouth in the United States, and is welcomed by American consumer groups.
The slogan quickly spread around the world and became an inspirational chicken soup for health, fitness, exercise, recreation and tolerance.
Young people around the world are beginning to wear Nike brand clothing for everyday occasions.
At the time, Advertising Times magazine called "Just Do It" one of the most successful marketing campaigns of the 20th century.
It was also praised as a "fashion manifesto with universality and individuality".
That time was Nike's most famous "Nike Decade".
However, behind this slogan, few people know,
The truth behind Nike's legendary slogan "Just Do It."
It was inspired by a notorious murderer —
Gary Gilmore's last words.
On July 19, 1976, Gilmore robbed a gas station in Orem, Utah, and shot and killed the gas station clerk.
The next day, he robbed a motel in Utah and stayed with his mentally unstable sister, April.
However, it did not take long for the police to arrest him, and because the evidence was solid, he was sentenced to death by the court.
After the verdict was pronounced, he chose to be executed by the firing squad and urged the authorities to execute him as soon as possible,
Because he had accepted the verdict, he wanted to die.
On January 17, 1977, he was taken to the execution ground.
Before dying, he said his last words -
Gilmore became a celebrity for his efforts to speed up executions. His last words were "Let's do this.")
About 11 years later, those words were deeply imprinted in the mind of Dan Vuitton, Nike's advertising executive director.
It was just a promotional program for Nike, so Dan Wieden changed the phrase to "Just Do It".
Directly handed the plan to nike executives.
In the end, Nike executives passed the representative "Just Do It" and invested $40 million in publicity and marketing.
And the facts have also proved that
After the launch of the "Just Do It" slogan, sales of the Nike brand were revitalized, growing by 1,000% over the next decade.
In 2015, Dan Vuitton wrote in his column,
"It's this slogan that really highlights Nike's role as one of the world's (top) iconic and soulful brands."
He also sighed:
While I don't agree with Gary Gilmore's robbery and shooting, "do it" is really quite dashing and sportsmanlike.
It is also because of this that the classic advertising slogan that has been popular around the world for decades and will never be out of date can be born.
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Image credit: The Daily Mail, BBC, pixabay no copyright gallery