Nike revives its rallying cry with 'Why do it?' campaign

Nike is reintroducing its iconic “Just do it” tagline to a new generation of athletes with the launch of its latest campaign, “Why do it?”.

The campaign reframes “Just do it” as a choice rather than an outcome, aiming to connect with young athletes navigating today’s pressures. It kicks off with a cinematic film featuring global sports stars including tennis star Carlos Alcaraz, football player Saquon Barkley, skateboarder Rayssa Leal, tennis player Qinwen Zheng as well as basketball players LeBron James and Caitlin Clark.

Narrated by American rapper and singer Tyler, The Creator, the 60-second spot portrays sport as an act of courage rather than perfection. Through clips spanning different disciplines, it shows athletes of all ages and backgrounds pushing past setbacks, trying again, and overcoming challenges.

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The rapper poses questions such as “Why would you dare?” and “Why put it on the line?”, challenging viewers to reflect on their drive to improve. Set against dramatic, cinematic music, the film builds to a close with Tyler, The Creator asking, “What if you don’t?”, before Nike’s iconic slogan appears in bold red.

Nike athletes featured in the campaign echo this message, with Barkley describing greatness as “something you earn with every choice, every workout and every comeback”, and Clark emphasising the importance of competing even without guaranteed wins. 

Spanish tennis champion Alcaraz was highlighted in the campaign as an example of resilience, with his approach to the game underscoring the importance of fighting for every point, staying fearless under pressure and believing in oneself regardless of the circumstances.

The “Why do it?” campaign also serves as a recommitment to Nike’s founding belief that “when you show up and try, anything is possible”. It extends the legacy of “Just do it”, which debuted in 1988 and has since been associated with campaigns such as “If you let me play” (1995) and “Dream crazy” (2018).

“‘Just do it’ isn’t just a slogan, it’s a spirit that lives in every heartbeat of sport. It’s the belief that, together, we can inspire, unite and elevate ourselves beyond what we thought possible,” said Nicole Graham, EVP and chief marketing officer at Nike.

She added, “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 launch follows a string of bold creative pushes from Nike this year. In July, Nike Football rolled out “SCARY GOOD”, a horror-inspired global campaign celebrating instinctive, attack-focused play. Earlier in February, the brand returned to the Super Bowl after 27 years with “So win”, a 60-second anthem celebrating the growing presence of women in sport.

Other sporting brands have also turned the spotlight on star athletes. In June, adidas brought together football legend Lionel Messi and NFL quarterback Patrick Mahomes for a campaign film under its global “You got this” platform, which champions the power of peer motivation. The spot sees the two athletes go head-to-head in a treadmill face-off, pushing each other to run faster in a spirited mix of competitiveness and camaraderie.

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