Nike Ask the Big Question: ‘Why Do It?’

Nike just flipped the script on their iconic mantra with the launch of their latest campaign, ‘Why Do It?’ – a reimagining of the legendary slogan ‘Just Do It’. The campaign shifts the narrative from ‘do it at all costs’ to a sharper question: why choose to begin?

At its core, ‘Why Do It?’ reframes greatness as an active choice – calling on today’s generation to step forward, lean into uncertainty, and trust in their own capabilities.

'"Just Do It" isn’t just a slogan – it’s a spirit that lives in every heartbeat of sport,' says Nicole Graham, EVP & Chief Marketing Officer. 'It’s the belief that, together, we can inspire, unite and elevate ourselves beyond what we thought possible. '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’s anthem film backs that statement with a stacked cast of athletes whose stories embody ambition in every form. LeBron James, Caitlin Clark, Carlos Alcaraz, Qinwen Zheng, Scottie Scheffler, Saquon Barkley, Tara Davis-Woodhall, Hunter Woodhall, Rayssa Leal, Vini Jr, and Shreyas Iyer all bring their own edge – from basketball courts and skateparks to cricket pitches and Olympic tracks. It’s a global cross-section of sport that mirrors Nike’s immense reach and cultural weight.

And front and centre is Tyler, The Creator whose narration anchors the campaign's emotional core, prompting us with lines like: ‘Why make it harder on yourself… What if you don’t fail?’ It’s an invitation to shift from action without purpose to action with intention.

This campaign marks a strategic evolution of a four-decade-old ethos. Since its debut in 1988, ‘Just Do It’ has fuelled Nike ads that turned athletes into icons and three little words into global gospel. From Jordan’s hang-time to Bo’s multisport madness, right through to Kaepernick’s era-defining stand, the slogan has never sat still. By asking ‘Why Do It?’, Nike aren't binning that history – they’re remixing it for a generation that wants reasons, not orders. And if that sounds a little existential for a sportswear giant? That’s the point.

For more on Nike’s madcap marketing history, check out our deep dives on the most unforgettable Swoosh commercials ever made.