Which advertising executive coined Nike’s “Just Do It” slogan in 1988?

Dan Wieden coined Nike’s “Just Do It” slogan in 1988.

Wieden was a co-founder of the advertising agency Wieden+Kennedy, which worked with Nike. The slogan became the central line of a major Nike advertising campaign and helped express the brand’s emphasis on action, effort, and athletic ambition in a short, memorable phrase.

The words quickly became associated with Nike across many sports and audiences. They were not limited to a particular shoe or athlete, which helped the slogan remain useful for campaigns involving running, basketball, football, and everyday fitness.

A common mix-up is crediting Phil Knight, Nike’s co-founder and chairman, because he led the company during the slogan’s rise. Carolyn Davidson designed the Swoosh, while Jeff Johnson was an early Nike employee and salesperson. Neither coined “Just Do It”; that credit belongs to Dan Wieden.