10/17/2012 11:11 am ET Updated Dec 17, 2012

From Darwin To Meme: How A Catchphrase Catches On

Just Do It.

Doesn't matter if you own the sneakers or personally subscribe to the runners' school of aspiration. Nike's cattle prod leaps from one brain to another brain to your brain with the ease of every other earworm, welcome or not, in history. That's how memes have always worked, since long before the Internet.

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