‘Just Do It’ has been shouted for nearly 40 years, but this year, Nike has flipped this classic slogan, launching a brand new ‘Why Do It?’ campaign that directly challenges the new generation of athletes with the question: Why should I do this? Just look at every shining name on the court—like LeBron James, Carlos Alcaraz, Caitlin Clark, Saquon Barkley, Rayssa Leal, and Zheng Qinwen. These top international athletes, apart from fiercely competing, are also reassessing for themselves, ‘Why Do It?’ This line of questioning closely resonates with the feelings of modern youth.
The ad launched on September 4, featuring rapper Tyler, the Creator as the voiceover. The visuals capture athletes’ struggles and breakthroughs in slow motion during crucial moments, conveying the sense of each second being a battle with oneself. Tyler asks in the advertisement: ‘Why do it? Why push yourself harder? Why dare to take risks? You give it your all and may still lose… but what if you win?’ The scene then shifts, and in the final moment, the familiar ‘Just Do It’ appears, but this time infused with a flavor of brave reflection and self-challenge.
This time, Nike is not pressuring you to exhaust yourself, nor is it solely about ‘winning,’ but rather it hopes you will find that inner drive—where the answer to ‘should I do it?’ is no longer provided by the brand but belongs to you. Nicole Graham, the new Chief Marketing Officer, stated, ‘Just Do It is not just a slogan; it is the soul of sports. Now with Why Do It, we want to inspire this generation to have courage, to trust their potential, and to boldly step out to find their own greatness.’
The ‘Why Do It?’ campaign has a distinctly different atmosphere compared to previous demands for relentless striving; it aligns more closely with the realities, anxieties, and imperfections faced by young people today. With social upheaval and economic pressures looming, Nike’s advertisement reminds us that the choice to act or not isn’t determined by external success or failure, but rather by whether we think about it and whether we dare to take action. Fear of failure is okay; what matters is that you dare to begin.
Currently, Nike is undergoing a brand transformation phase, with revenue declining last year (2024) and the company announcing some team streamlining. ‘Why Do It?’ is not just an advertisement but a movement for Nike to reconnect with the essence of sports, inviting you to rethink that perhaps sports are not just about competition, but about discovering your possibilities.
How about you? Whether on the field or in life, the next time you hesitate to start, why not ask yourself: ‘Why Do It?’ Then, Just Do It.