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Dive Brief:
Nike is reframing its iconic tagline, “Just Do It,” in a new campaign, “Why Do It?,” per a press release. The campaign was created by longtime agency partners Wieden+Kennedy Portland.
The campaign centers on a 60-second hero spot that features slow-motion footage of high-performing athletes at key moments, with voice-over by artist Tyler, the Creator. The effort will roll out globally across live sports, social, streaming, cinema and out-of-home channels.
“Why Do It?” is intended to engage with and encourage young athletes in a climate marked by sociopolitical contention and economic pressure. The campaign comes as Nike works to realign its brand around sports and sports culture.
Dive Insight:
“Just Do It” has been Nike’s rallying cry since 1988, a nearly four-decade-long run that could require a slight reframing as the brand works to engage with today’s young athletes. “Why Do It?” uses the familiar tropes of Nike’s advertising — including a focus on global sports stars in moments that seem epic — but tweaks the messaging voiced by multidisciplinary artist Tyler, the Creator.
“Why do it? Why would you make it harder on yourself? Why chance it? Why put it on the line? … You could give everything you have and still lose … but my question is, what if you don’t?” Tyler asks in voice-over. The ad then cuts to a full-frame “Just Do It” image and ends with a cackle from the 34-year-old talent.
The campaign features nearly a dozen global stars, including Carlos Alcaraz, Saquon Barkley, Caitlin Clark, LeBron James and Vini Jr., and will roll out across the globe in a variety of formats with social amplification by brand and athlete handles.
The messaging of “Why Do It?” takes a slightly different tack from campaigns Nike launched beginning last year, including a gritty Olympics campaign called “Winning Isn’t for Everyone.” The brand in September 2024 took a similar tone around running and returned to the Super Bowl for the first time with its women-focused, award-winning “So Win” ad.
“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,” Nicole Graham, executive vice president and chief marketing officer, said in a statement.
The effort comes as Nike works to realign its brand around sports after the company saw full-year 2024 revenues fall 10% and as it expects a $1 billion impact from tariffs. The company this week announced plans to cut less than 1% of its corporate team as part of a broader shift under CEO Elliott Hill.