For more than 35 years, Just Do It has been the rallying cry of Nike, pushing athletes and everyday people alike toward determination, grit, and victory. But in 2025, the brand is shifting the conversation in a surprising direction, asking not just to do it, but why.
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Nike’s latest campaign, created with longtime agency Wieden+Kennedy Portland, turns the iconic slogan into a question: “Why Do It?”
Narrated by Tyler, the Creator and featuring LeBron James, Caitlin Clark, Vinicius Jr., and Carlos Alcaraz, the film doesn’t showcase glory-filled highlight reels. Instead, it lingers on the fragile moments before action, hesitation, self-doubt, the weight of expectations.
A Narrative Shift For A New Generation
Rather than speaking to the ego of the champion, Nike speaks to the anxiety of the beginner. The campaign resonates with Gen Z’s reality: a generation navigating performance pressure, constant comparison, and the fear of judgment amplified by social media. Here, even the decision to try becomes a form of victory.
Reinventing A Historic Line, Without Betraying It
From Walt Stack’s first Just Do It spot in 1988 to Colin Kaepernick’s in 2018, the slogan has constantly evolved. Why Do It? doesn’t contradict it, it enriches it. By making space for doubt, Nike gives new depth to action. The message is clear: sport isn’t just about winning, it’s about daring.
Cultural Branding At Its Best
The mix of vulnerable storytelling, intergenerational stars, and Tyler, the Creator’s distinct voice checks every box of modern cultural marketing. The campaign also cleverly echoes themes in Tyler’s latest album Don’t Touch the Glass, which explores anxiety and being seen.
The result? A short, sharp, emotionally resonant film that re-energizes a slogan many thought had been stretched thin.
The Right Message At The Right Time
As Nike works to reconnect with young audiences and sharpen its cultural edge, Why Do It? feels perfectly timed. More than a campaign, it’s a subtle repositioning, returning to Nike’s core mission of celebrating the transformative power of sport.
If “Just Do It” is the promise, “Why Do It?” is the necessary question. One that invites everyone to start, not with certainty, but with courage.