Nike has launched a new campaign titled “Why Do It?”, marking a significant shift in the brand’s identity. After nearly 40 years of inspiring millions with the legendary slogan “Just Do It”, the company is now seeking to connect with Generation Z through a message that doesn’t abandon its original spirit, but rather reframes it as a question: Why do it?

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The campaign presents itself as a call to action for young athletes in a world where starting, failing, and continuing often feels harder than ever. Nike states that this new approach “reframes greatness as a choice, not an outcome,” inviting today’s generation to write their own version of the iconic mantra.

What does “Why Do It?” mean for Generation Z?

Nike’s strategy for this campaign is deeply emotional and contextual. It acknowledges that Gen Z is growing up under immense social pressure, scrutiny on social media, and a heightened fear of failure. In this landscape, “Why Do It?” is not just a question — it’s an empowering provocation.

“‘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 & Chief Marketing Officer of Nike.

“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 includes a bold, cinematic anthem film featuring prominent athletes such as LeBron James, Carlos Alcaraz, Rayssa Leal, Saquon Barkley, and Caitlin Clark, among others. The spot celebrates authenticity, daily effort, collective spirit, and the courage to show up as you are.

Which athletes are part of Nike’s new movement?

The athlete lineup in “Why Do It?” is global, diverse, and resonant with today’s youth. From seasoned champions to rising stars, each of them embodies the conscious decision to keep going, especially when it’s hard.

Featured athletes in “Why Do It?”:

What values does Nike preserve with this shift?

At the heart of the campaign lies the message that failing counts too, and that what really matters is the willingness to try, even without a guaranteed win. It’s a reaffirmation that sports are a platform for growth, not just for competition.

“You won’t make every shot and you won’t win every game,” says Caitlin Clark. “But every time you step on the court and compete, you have a chance to be great.”

“Greatness is something you earn with every choice, every workout and every comeback,” adds Saquon Barkley, Super Bowl champion.

In this way, Nike doesn’t discard the iconic “Just Do It” — it recontextualizes it as a mindset for today’s realities, making it more relatable to the pressures of the modern world.

How has “Just Do It” evolved?

Since its debut in 1988 with the ad featuring 80-year-old runner Walt Stack, “Just Do It” became one of the most recognized advertising slogans globally. In 1995, the campaign “If You Let Me Play” promoted access to sports for girls and women. And in 2018, the bold message of “Dream Crazy” with Colin Kaepernick emphasized Nike’s commitment to social justice.

Now, “Why Do It?” speaks to a generation that values authenticity, emotional balance, and diversity.

“Tennis teaches you quickly that you can’t control everything, but you can always choose to fight for that next point,” said Carlos Alcaraz.

“Sport is about that courage to keep going, to stay fearless and to believe in yourself no matter the pressure or the moment.”

Is Nike still a dominant force in the global market?

While its messaging evolves, Nike remains the undisputed leader in the global athletic industry.

Key data from the Statista Nike Dossier (2025):

• In 2024, Nike was the most valuable apparel brand in the world, with a brand value of $33.18 billion.
• The company achieved $48.98 billion in global sales, more than double that of Adidas.
• In 2025, 66% of Nike’s revenue came from footwear, generating over $30 billion.
• Nike operated over 1,000 retail stores globally and employed more than 77,000 people.
• Its NIKE Direct channel — including owned retail stores and digital — accounted for nearly $19 billion in revenue.
• Nike spent $4.69 billion on advertising and promotions in 2025.

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