Episode 13: Nike Just Do It

In 1988, Nike released one of the most recognizable slogans in advertising history. But "Just Do It" didn't come from a motivational speaker, a coach, or a boardroom.

It came from the last words of Gary Gilmore, a convicted murderer executed by firing squad in 1977, and ad man Dan Wieden adapted them into a global battle cry without Nike's blessing. In this episode of Lies We Bought, I trace the full origin of the "Just Do It" campaign, from Phil Knight selling shoes out of a car trunk to the moment Wieden pitched a line Knight famously called unnecessary.

I break down how Nike used emotional branding, ecosystem marketing, and one very controversial "Banned" commercial to go from 15% basketball market share to 43% in under a decade. Also in this episode: the real shoe the NBA banned wasn't the Air Jordan 1, and Nike knew that when they ran the ad. Michael Jordan hated Nike and had to be dragged to the pitch meeting by his mother.

And the "Find Your Greatness" campaign had nothing to do with shoes and everything to do with making you feel like the hero of your own story.

Plus my personal story of growing up as the kid who couldn't afford the Swoosh, and what it felt like to finally buy my first pair in my 20's/ ALSO welcome to my new studio. I'm glad you're here :)