Nike changes Just Do It to Why Do It? in new campaign

Global – Nike has re-imagined its iconic Just Do It slogan for today’s athletes with the launch of its latest campaign, Why Do It? 

The campaign positions greatness as a choice rather than an outcome, urging young athletes to take the first step and redefine what achievement looks like in a fast-changing sporting culture. ‘Just Do It isn’t just a tagline, it’s a spirit that lives in every heartbeat of sport,’ says Nicole Graham, Nike’s executive vice-president and chief marketing officer. ‘With Why Do It?, we’re igniting that spark for a new generation.’

A bold anthem film anchors the campaign, featuring athletes including Carlos Alcaraz, Saquon Barkley, Caitlin Clark, LeBron James, Rayssa Leal and Qinwen Zheng. The ad highlights sport as collaboration, courage and authenticity, while challenging hesitation and fear of failure. 

‘Greatness is something you earn with every choice, every workout and every comeback,’ says Barkley. 

By revisiting one of its most enduring cultural touchpoints, Nike is re-affirming its belief that trying counts, failure shapes progress and that sport remains a universal call to movement.  

This echoes our Soft Sports microtrend report, where we analysed how brands are shifting from performance culture towards a softer approach that emphasises holistic wellbeing and community.