Claim: Nike, Inc.'s trademarks are a phrase and a logo.

Just Do It -LRB- stylized as JUST DO IT . -RRB- 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 % , -LRB- from $ 877 million to $ 9.2 billion in worldwide sales -RRB- from 1988 to 1998 . In many Nike-related situations , `` Just Do It '' appears alongside the Nike logo , known as the Swoosh .