From 'Just Do It' to 'Why Do It’, Nike Redefines with a Bold New Twist

Nike has always been more than just a sportswear brand. From the iconic launch of ‘Just Do It’ in 1988 to ‘Why Do It’in 2025, Nike is refreshing its legendary tagline with a thought-provoking twist.

After nearly four decades of inspiring athletes through “Just Do It,” Nike is reframing its iconic slogan to a new generation with the launch of its latest campaign, “Why Do It?”.

A New Dimension to Motivate Young Athletes

Rather than simply urging people to act, Nike’s new campaign asks young athletes to pause and reflect. Why do you run? Why do you train? Why do you keep pushing forward? The focus shifts from action alone to the deeper meaning behind it, creating a more personal connection with athletes everywhere.

Purpose-Driven Storytelling

At its heart, ‘Why Do It?’, the campaign is a bold, cinematic anthem featuring a global cast of Nike athletes who embody the raw, unfiltered side of sport. Nike showcases stories that go beyond physical performance—it’s about finding “why.”

The Nike “Why Do It?” film included athletes from different sports, backgrounds and countries like 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, Skate), Scottie Scheffler (U.S., Golf), Vini Jr. (Brazil, Football), Hunter Woodhall (U.S., Track & field), and Qinwen Zheng (China, Tennis).

An Evolution, Not Just a Change

This isn’t the end of 'Just Do It', but an evolution of it. With the simple addition of a question mark, Nike has created a campaign that challenges youth to define their own reasons for moving, competing, or striving.

As Nicole Graham, EVP & CMO, Nike says, “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,”.

While the spirit of “Just Do It” remains unchanged, the world around it has evolved. Its reintroduction is not about chasing glory or nostalgia, but about choosing to start, deciding to keep going and channelling a version of “Just Do It” that speaks to the pressures and potential of today’s generation.

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