Author of Nike’s ‘Just Do It’ slogan dies at 82

Published:

14 oct 2021 03:50 GMT

David Kennedy, co-founder of the advertising agency Wieden + Kennedy and intellectual author of the Nike slogan ‘Just Do It’ (‘Just Do It’, in Spanish), died on October 10 at the age of 82, as confirmed by the company in its twitter account.

The famous motto was coined in 1988 during a meeting at the agency. Kennedy’s partner Dan Wieden recounted in 2009 that the catch phrase, which helped the sportswear giant rake in millions of dollars, was inspired by the last words of American assassin Gary Gilmore before his execution: ‘Let’s do it ‘(‘ Let’s do it ‘).

Despite Kennedy retiring in 1995, he worked part-time, developing promotional campaigns until his death, Forbes magazine said. Thus, his final publicity for the non-profit organization American Indian College Fund was published on October 11 in The New York Times on the Day of the Indigenous Peoples of the USA.