Image Courtesy of Nike
September 12, 2025
Is Nike’s ‘Why Do It?’ Campaign Timely?
In an update to its 37-year-old slogan, “Just Do It,” Nike launched a “Why Do It?” campaign aimed at a Gen-Z generation that “reframes greatness as a choice, not an outcome.”
The initial television spot, starring the brand’s top sports ambassadors, doesn’t celebrate the “greatness” of winning seen in a typical Nike ad, but the decision point when an athlete chooses to take a risk — whether waiting nervously atop a diving board just before the dive, standing anxiously at the foul line before shooting a free throw, or waiting tentatively at the line of scrimmage for the football to be hiked.
Narrated by rapper Tyler the Creator, the voiceover asks: “Why do it? Why would you make it harder on yourself? Why chance it? Why put it on the line? With so much at stake. With so much room to fail. Why risk it? Why would you dare? Seriously, why?! You could give everything you have and still lose. But my question is, what if you don’t?”
The spot concludes with the “Just Do It” refrain being shown and the Nike swoosh logo.
Nike’s Rebrand of ‘Just Do It’ to ‘Why Do It?’ Aimed at Younger Generations
Nike describes the “Why Do It?” campaign as a “reintroduction” of “Just Do It” to younger generations seen as purpose-driven and seeking authenticity, but also being judged by others and themselves under the glare of social media.
Nike said in a statement, “While the spirit of ‘Just Do It’ hasn’t changed, the world around it has. Its reintroduction isn’t about chasing glory or nostalgia — it’s about choosing to start, then deciding to keep going, channeling a version of ‘Just Do It’ that feels true to the pressures and potential of today’s generation.”
Nicole Graham, Nike’s EVP and chief marketing officer, told Adweek the campaign speaks to a young generation that is “hesitant to get out there because of this fear of perfectionism… As we talk with young athletes, it’s just an absolute pressure cooker of comparison, trying to be perfect, fear of failing, and fear of even trying in many cases.”
One critic of the campaign, Oana Leonte, founder of brand strategy company Unmtchd, wrote on LinkedIn that while the new campaign is “cool, fresh, and culturally aligned,” it dilutes the treasured “Just Do It” message. Leonte wrote: “Nike didn’t become Nike because of new slogans every 5 years. They became Nike because ‘Just Do It’ is timeless, universal, and instantly recognizable. It’s the brand’s north star.”
One fan was Katya Varbanova, CEO of Viral Marketing Stars, who told Fortune, “To me, Nike believes that gaining relevancy with the younger generation, which is afraid of failure, will bring more brand equity in the long run with the right people. Nike’s new slogan feels like a balance between history and the modern days.”
Varbanova also noted that sparking conversations is the “biggest sign of relevancy there is.”
Discussion Questions
Did Nike’s ‘Just Do It’ mantra need a reimagining for younger generations?
Do you see more pros than cons in the ‘Why Do It?’ campaign and message?
Poll
Loading …BrainTrust
Georganne Bender
Principal, KIZER & BENDER Speaking
Brad Halverson
Principal, Clearbrand CX
Shep Hyken
Chief Amazement Officer, Shepard Presentations, LLC
Recent Discussions
More Discussions
Has Kroger Discovered the Limits of Automated Warehouses?
Kroger is winding down its relationship with Ocado, citing cost overruns and a reorganization of its…What Can Ross Do To Cement its Recent Success Story?
Ross has seen strong sales and projects this trend to continue. How can it best cement…Is Cyber Week Set To Smash Sales Records This Year, as Salesforce Suggests?
Salesforce suggests that Cyber Week will set records in terms of sales this year. Is this…
This is one of those times I find it hard to separate my personal thoughts from my – for want of a better word – professional ones; personally I never liked “Just Do It “: I thought it was in-your-face aggressive, and symptomatic of the (now pervasive) “win at all costs” mentality; that having been said, I think it was incredibly successful, tho it’s hard to separate a simple motto from all the other tehchnical reasons for Nike’s success. I think it would fit in even better today, but I’m not sure that’s a good thing…either for Nike, or eveyone else.
This campaign rejects the core humanity which has always been a key foundation of Nike’s brand. That humanity — the original “just do it” — didn’t care about winning or losing but endorsed anyone — everyone — being active. This campaign ignores that idea (and ignores 90% of Nike’s market as a result). And where Nike campaigns focused on exceptional athletes always left room for the couch potato to get active, these campaigns reject the couch potato. It is also concerning to see them justify the campaign as being “for the younger folks.” That old trope was just used by Jaguar to justify its horrific brand choices. For Nike to rebuild its strength, it needs to become far wiser.
I see Jaguar vs Nike as different, being Jag completely alienated their customer base with a 180 in product design, offering, and go-to-market strategy. The strange brand work and messaging was also part of their debacle. Nike is updating a phrase here, and still will likely make their brand spots compelling. We’ll all watch to see how it rolls out, of course.
Understand that line of reasoning. But I also find that what we say in advertising matters. Nike has danced this fine line for decades and every time they wander over it this far, they seem to have needed to return to remembering they have a mass market of non-athletes. Anyway, that’s what I expect. One ad isn’t entirely changing their fortunes either way. But I’d be more optimistic if they shows a savvier customer understanding.
“Just Do It” is iconic and probably didn’t need changing. That said, I can see why they’d try a new take for younger athletes who might be motivated differently. From a business side, it’s risky – they’re tweaking a core part of their identity – but if it lands, it could pay off big. Time will tell.
Nike’s “Just Do It” didn’t necessarily need a full reimagining, but it did need fresh context for younger generations. Today’s consumers, particularly Gen-Z, are wrestling with comparison, fear of failure, and the pressure of perfection amplified by social media. Framing greatness as a choice — “Why risk it? What if you don’t?” — acknowledges those realities while still keeping the iconic mantra intact.
The “Why Do It?” campaign has more upside than downside. On the positive side, it brings a sense of honesty and vulnerability that feels relevant, making the brand’s message more relatable without discarding its core. At the same time, there’s a risk of diluting the clarity and aspirational edge that made “Just Do It” timeless.
On balance, I see this as an evolution that strengthens Nike’s connection with younger consumers. If executed authentically, it allows the brand to remain culturally relevant while preserving the power of its most important asset — a slogan that has defined sports and motivation for decades.
This is part of Nike’s attempt to reinvigorate the brand and start driving deeper connections with younger generations. The campaign is iconic, not least because of the spin on Nike’s universally known Just Do It slogan. However, it also speaks to the younger generation’s fears and aspirations which shows Nike is hoping to make more of a cultural connection with them. Arguably, Nike had gone off the boil with good storytelling and this is an effort to get it back on track. It’s only one step of many that needs to be taken, but it shows that Nike serious about reinventing itself and is looking for ways to cut through.
I’d be surprised if a consumer of any age doesn’t know the “Just Do It” slogan. Even if you’re not referring to Nike and you say it in a group, someone will likely mention Nike. That’s how powerful and effective the slogan was. This update is interesting. It keeps to the simple three-word theme, but modifies it with just one word. It turns the slogan into a question. Brilliant, and I think it will work – not just for young consumers, but for all consumers! But let me emphasize something I’ve said. It keeps to the simple three-word theme. Nike is evolving, yet staying true to its roots. That’s why this should work brilliantly!
Just Do It had a successful run for decades, I loved it. It was inspiring, and meaningful. But then I’m an older Michael Jordan and Bo Jackson kind of Nike fan from back in the day. If Just Do It is not appealing to Gen Z, and they find a stronger connection to Why Do It, Nike would be foolish to placate older generations just because people are unhappy. “Why” is a compelling word, getting to the core of what motivates a person deep down, connecting to the soul inside someone. Nike has fallen on rocky times lately, and running things the old way hasn’t worked. Let the Gen Z audience have their new day/s with Nike.
If “Why Do It” resonates with younger generations, what’s the harm? The ad still has Nike written all over it and it asks some important questions. “Just Do It” hasn’t been abandoned, it’s right there at the close. I like this campaign, it’s refreshing and honors a beloved decades old slogan.
“Why?” is one of the most important questions that can be asked in any context. It probes and challenges motives and agendas. I don’t think it in any way dilutes the iconic “Just Do It” campaign. I think it expands on it and strengthens it. It helps to encourage participation. It encourages trying, whatever your motive may be. I’m reminded of an expression (which I am sure I will misquote) that goes something like, “If you think failure is expensive, wait until you get the bill for regret.” Try. You either win, or learn.
Nike’s reimagined tagline grabs younger consumers by countering generational anxiety by reminding them they always have a choice.
By highlighting star athletes who decided to lock in, and follow their gifts and passion for sports, Nike inspires consumers to take purposeful action.
Nike isn’t abandoning its iconic “just do it” slogan. The “why do it” campaign refocuses the storytelling on athletes, their motivation, and the choices they make. It shines a light on the process rather than the result while encouraging introspection. Nike’s campaign extends and engages the physicality of its iconic bias for action with a cognitive journey into the why of life. For Gen Z (and others), it makes the brand even more relevant and part of the cultural narrative.