This might make you look at this brand a little differently next time you see it’s slogan. The co-founder of the advertising agency that came up with Nike’s famous “Just Do It” slogan describes how he found the inspiration for it.

Raw Story – Dan Wieden, co-founder of the Wieden+Kennedy advertising agency, described during a conference last month in South Africa how he came up with the slogan that propelled the athletic apparel company past then-rival Reebok more than 25 years ago, reported Dezeen magazine.

Gilmore chose to be executed by firing squad instead of hanging, the two options under Utah law at the time, and waived his rights to appeal his conviction.

He was strapped to a chair Jan. 17, 1977, with a wall of sandbags behind him, as five local police officers faced him with their guns aimed through holes cut in a curtain.

“They asked him if he had any final thoughts and he said: ‘Let’s do it,’” Widen said. “I didn’t like ‘Let’s do it,’ so I just changed it to ‘Just do it.’”

Nike’s co-founder, who was skeptical of advertising, rejected the slogan at first, Wieden said.

Read more: Raw Story