Nike — "Just Do It" (1988)

Wieden+Kennedy's "Just Do It" tagline, launched in 1988, transformed Nike from a running shoe company into a global lifestyle brand. Inspired by the last words of death-row inmate Gary Gilmore, the campaign ran for 35+ years. Nike's revenues grew from $877 million to $9.2 billion in the decade following its launch — a 1,000% increase. Ad Age ranked it one of the top two advertising slogans of the 20th century, alongside "Just Do It" itself.