Nike Brings Back “Just Do It” with a Twist — but Will “Why Do It?” Work?
Nike has done it again—or maybe the better question is, why did they do it?
The brand that gave us one of the most iconic taglines in history, “Just Do It,” is now reframing it for a new generation with its latest campaign: “Why Do It?” The move is bold, disruptive, and—depending on who you ask—potentially dangerous. Some branding experts are already calling it a misstep. But is it really? Or is this simply Nike doing what great brands are supposed to do: evolve?
Why Now?
Nike’s new campaign doesn’t come out of nowhere. With Gen Z quickly becoming the dominant consumer group, the question “why?” is core to their worldview. This is a generation that doesn’t accept the status quo. They’re pragmatic, skeptical, and deeply purpose-driven. Research from Stanford and EY confirms what educators see in classrooms every day: Gen Z wants to know why something matters, how it connects to their goals, and whether it aligns with their values.
Translation: Nike knows that commands don’t hit the same way they did in the late ’80s. Instead of barking orders, they’re starting a conversation.
Critics Push Back
Of course, not everyone’s thrilled. Brand strategists are calling it risky, even unnecessary. One expert went as far as to say, “You don’t dilute it. You protect it.” And honestly, they have a point. When you’re sitting on one of the most valuable brand assets in history, why tinker?
But here’s the thing: Nike has never been a “play it safe” brand. They thrive on risk. Remember the Colin Kaepernick campaign? People said the same thing then — and Nike came out stronger.
A Brand in Transition
Nike’s EVP and CMO Nicole Graham insists this isn’t a replacement but an evolution. “‘Just Do It’ isn’t just a slogan—it’s a spirit,” she said. “With ‘Why Do It?’ we’re igniting that spark for a new generation.”
This campaign doesn’t abandon Nike’s core—it reframes it. Instead of commanding greatness, Nike is acknowledging the hesitation, fear of failure, and questioning that define today’s cultural moment. The hero spot, voiced by Tyler, the Creator, puts those doubts front and center before reminding us of the brand’s timeless truth: Just Do It.
It’s a balancing act between protecting heritage and pushing relevance.
The Bigger Risk: Not Evolving
The real branding fiasco isn’t when a company experiments—it’s when it refuses to evolve. We’ve seen what happens when legacy brands fail to adapt (Cracker Barrel’s missteps come to mind). Nike isn’t about to let that happen. By embracing Gen Z’s questioning spirit, they’re ensuring the brand stays in conversation—not just with athletes, but with culture itself.
As marketers, we have to ask ourselves: Why are we so opposed to change? Do we hold onto iconic taglines because they make us comfortable, or because they still resonate with today’s audience?
My Take
Do I think this will ruffle feathers? Absolutely. But that’s kind of the point. The fact that we’re even debating it proves Nike has already won half the battle. Conversation equals relevance.
“Just Do It” challenged us to start. “Why Do It?” challenges us to keep questioning, to keep showing up, and to keep moving forward — even when it’s uncomfortable.
Love it or hate it, Nike just reminded us of their greatest strength: their ability to reflect culture while shaping it at the same time.