From ‘Just Do It’ to ‘Why Do It?’: Nike Targets a New Generation
Krissy Vann | Host, All Things Fitness and Wellness
Nike has reintroduced its long-running “Just Do It” slogan with a new campaign titled “Why Do It?”, aimed at younger athletes. The campaign launches nearly four decades after the tagline first appeared in 1988.
The campaign’s central film features athletes from across sports, including Carlos Alcaraz, Saquon Barkley, LeBron James, Rayssa Leal, Qinwen Zheng, Caitlin Clark, Tara Davis-Woodhall, Shreyas Iyer, Scottie Scheffler, Vini Jr., Hunter Woodhall, and others. The video presents sport as a series of choices, positioning effort and participation as central to athletic identity.
“‘Just Do It’ isn’t just a slogan — it’s a spirit that lives in every heartbeat of sport,” said Nicole Graham, Nike’s EVP and Chief Marketing Officer. “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 emphasizes that greatness is earned through consistent choices rather than singular outcomes. “Greatness is something you earn with every choice, every workout and every comeback,” said Saquon Barkley, an NFL running back. “I’ve had to fight through setbacks, but that’s what makes the journey real and uniquely yours.”
Caitlin Clark, who plays women’s basketball, added: “You won’t make every shot and you won’t win every game. But every time you step on the court and compete, you have a chance to be great.”
Nike first introduced “Just Do It” in 1988 with a television commercial featuring 80-year-old runner Walt Stack. The campaign has since included notable chapters such as the 1995 “If You Let Me Play” ads advocating for girls’ participation in sport, and the 2018 “Dream Crazy” campaign featuring Colin Kaepernick. Over time, the tagline has been tied to athletes including Michael Jordan, Serena Williams, and Kobe Bryant.
The company said the new campaign reflects today’s athletic environment, where the pressures of performance and the prevalence of social media can make participation more complex. “Tennis teaches you quickly that you can’t control everything, but you can always choose to fight for that next point,” said Alcaraz. “Sport is about that courage to keep going, to stay fearless and to believe in yourself no matter the pressure or the moment.”
The “Why Do It?” campaign will be extended across multiple platforms following the launch of the anthem film.
