RICHARD: Do you really think he was wearing a track suit? … Well, I wonder if he was wearing Nikes also.
LORELAI: Just Do It takes on a whole new meaning, doesn’t it?
Nike, multinational corporation engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The company is headquartered in the Portland, Oregon metropolitan area. The company was founded in 964, as Blue Ribbon Sports by Bill Bowerman and Phil Knight, and officially became Nike in 1971. The company takes its name from Nike, the Greek goddess of victory. It is the world’s largest supplier of athletic shoes and apparel.
Wieden+Kennedy is Nike’s primary ad agency. It was their co-founder Dan Wieden who coined the famous slogan “Just Do It” for a 1988 Nike ad campaign, which was chosen by Advertising Age as one of the top five ad slogans of the 20th century and enshrined in the Smithsonian Institution. Wieden credits the inspiration for the slogan to “Let’s do it”, the last words spoken by murderer Gary Gilmore before he was executed by firing squad.
The Annotated Gilmore Girls 