Nearly four decades after its debut, Nike is reintroducing its iconic “Just Do It” slogan to a new generation through a campaign titled “Why Do It?”. The initiative reinterprets the classic call to action, framing greatness not as a final outcome but as the courageous choice to begin and persevere through challenges.
The campaign is designed to resonate with today’s youth, who navigate a world where the pressure to succeed can make the act of trying—and potentially failing—feel daunting. “Why Do It?” repositions the famous tagline as an answer to this hesitation, encouraging individuals to define their own success.
“‘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 & 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 kicks off with a cinematic anthem film featuring a global cast of athletes, including Carlos Alcaraz, Saquon Barkley, Caitlin Clark, LeBron James, and Rayssa Leal. The film’s message reinforces that trying still counts and that failure is an integral part of the process.
“Greatness is something you earn with every choice, every workout and every comeback,” said Barkley, a Super Bowl champion running back. “I’ve had to fight through setbacks, but that’s what makes the journey real and uniquely yours.”
This new chapter builds on a rich history. “Just Do It” launched in 1988 with an ad featuring 80-year-old runner Walt Stack, establishing that sport is for everyone. It evolved into a cultural mindset, capturing the grit of icons like Michael Jordan and Serena Williams, and was used to drive social change through groundbreaking campaigns like 1995’s “If You Let Me Play,” which highlighted the benefits of sports for girls.
While the spirit of the slogan remains unchanged, this reintroduction is tailored to the unique pressures of today. “You won’t make every shot and you won’t win every game,” said basketball phenom Caitlin Clark. “But every time you step on the court and compete, you have a chance to be great.”
Spanish tennis champion Carlos Alcaraz added, “Sport is about that courage to keep going, to stay fearless and to believe in yourself no matter the pressure or the moment.”
The athletes featured in the campaign film represent diverse sports, backgrounds, and career stages, united by their commitment to persevere. The full roster includes:
* Carlos Alcaraz (Spain, tennis)
* Saquon Barkley (U.S., American football)
* Caitlin Clark (U.S., basketball)
* Tara Davis-Woodhall (U.S., track & field)
* Shreyas Iyer (India, cricket)
* LeBron James (U.S., basketball)
* Rayssa Leal (Brazil, skateboarding)
* Scottie Scheffler (U.S., golf)
* Vini Jr. (Brazil, global football)
* Hunter Woodhall (U.S., track & field)
* Qinwen Zheng (China, tennis)
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