Nike’s iconic slogan “Just Do It” helped the company become a worldwide phenomenon after it was first introduced in 1988, and it’s stood the test of time almost 30 years later. The phrase was actually inspired by the final words of a criminal who demanded the death penalty after committing two murders in 1976.

Dan Wieden, of the renowned ad agency Wieden+Kennedy, retold the story during a conference in Cape Town, South Africa last month.

Via dezeen.com: