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Nike has unveiled its newest global campaign, “Why Do It?”, a bold reframe of the iconic “Just Do It” slogan first launched in 1988. Rather than delivering a simple rallying cry, the campaign flips the message into a moment of self-reflection, asking athletes not just to act, but to examine why they act.

Narrated by Tyler, The Creator, the hero film features LeBron James, Caitlin Clark, Carlos Alcaraz, Saquon Barkley, Rayssa Leal, Qinwen Zheng, and other Nike athletes. The creative shows athletes in moments of hesitation, self-doubt, and determination, underscoring that greatness is not a given, but a choice.

Nike’s chief marketing officer Nicole Graham explained via press release: “’Just Do It’ isn’t just a tagline, it’s a spirit that lives in every heartbeat of sport. With ‘Why Do It?’, we’re igniting that spark for a new generation, daring them to step forward with courage, trust in their own potential and discover the greatness that unfolds the moment they decide to begin.”

The campaign rollout spans broadcast, streaming, live sport, cinema, social platforms, and out-of-home created with Wieden+Kennedy Portland.

BTB So What?

Nike’s “Why Do It?” is less a branding exercise than a cultural concession. Gen Z isn’t stirred by blanket mantras, they want authenticity, values, and belonging with research showing nearly 60% prefer brands that embrace imperfection, and more than half place social responsibility at the top of their priorities. By flipping “Just Do It” into a question, Nike mirrors the way younger consumers interrogate every choice, from spending to self-expression, before they commit. No doubt Millennials may dismiss the shift as a watered-down slogan, but it’s a smart signal of why Nike isn’t too big to listen. In today’s market, no brand can lean on legacy alone. Relevance is a cultural contract, renewed only if you meet your audience where they are.