Just Do It (stylized as JUST DO IT. and set in Futura Bold Condensed) 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.