<P> Just Do It (stylized as JUST DO IT .) is a trademark of shoe company Nike, and one of the core components of Nike's brand . The slogan was coined in 1988 at an advertising agency meeting . The founder of Wieden + Kennedy agency, Dan Wieden credits the inspiration for his "Just Do It" Nike slogan to Gary Gilmore's last words: "Let's do it ." The "Just Do It" campaign allowed Nike to further increase its share of the North American domestic sport - shoe business from 18% to 43%, (from $877 million to $9.2 billion in worldwide sales) from 1988 to 1998 . In many Nike - related situations, "Just Do It" appears alongside the Nike logo, known as the Swoosh . </P> <Table> <Tr> <Td> </Td> <Td> This Section is written like a personal reflection or opinion essay that states a Wikipedia editor's personal feelings about a topic . Please help improve it by rewriting it in an encyclopedic style . (August 2014) (Learn how and when to remove this template message) </Td> </Tr> </Table>

Where did the saying just do it come from