Nike reintroduces “just do it” to today’s generation with “why do it?” Campaign – Nike, Inc.
When Nike launched “Just Do it” in 1988, it was not only a slogan – it was a call for action. A challenge to start, try, go before even when it is difficult.
Now, after almost four decades of inspiring athletes * to realize their dreams through “Just Do it”, Nike reintroduces the emblematic rallying cry for a new generation with the launch of its latest campaign, “why?” Designed to meet young athletes where they find themselves, the campaign reappears grandeur as a choice, not a result – put back “just to do it” to today’s generation and encourage them to write the next chapter.
“‘Do it it’ is not only a slogan – it is a spirit that lives in all the rhythms of sport. It is the conviction that, together, we can inspire, unite and raise ourselves beyond what we thought possible,” explains Nicole Graham, EVP and marketing chief. “With” Why do it? ” », We ignite this spark for a new generation, daring to move forward with courage, trust their own potential and discover the greatness that takes place when they decide to start.
“Why do it?” The campaign starts with a bold cinematographic anthem with a global distribution of Nike athletes who embody the raw and unrealized side of the sport: Carlos Alcaraz, Saquon Barkley, Lebron James, Rayssa Leal, Qinwen Zheng and more.
The striking message of the film speaks directly to today’s athletes, who grow up in a world where trying and failing can feel intimidating; Where to make a jump is more difficult than ever; And where the temptation to leave is stronger than any reason to continue.
In this context, the film is a challenge for the hesitant generation: the size is not distributed, it is chosen – and sometimes the most important choice is to simply start.
“Greatness is something you earn at each choice, each training and each return,” says Barkley, Super Bowl champion. “I had to fight with setbacks, but that’s what makes the journey real and only yours.”
“Why do it?” is also a daring motivation for the founding belief of Nike: when you present yourself and try, anything is possible.
The campaign reminds athletes from all walks of life and disciplines that the test always has, and failure is part of the process. It also strengthens Nike’s leadership in the training of the future of sport, the dedication of the brand to serve and inspire each athlete, and its commitment to meet today’s generation on the playground – encouraging young people to discover new ways of contributing, growing and winning.
“You will not make each shot and you will not win every match,” said the female basketball phenomenon Caitlin Clark. “But whenever you walk on the ground and compete, you have a chance to be great.”
Since its beginnings, “Just Do it” has become one of the most emblematic rallying cries of sport and culture. The world call for movement for each body and background launched with a simple and powerful announcement: the 80-year-old runner Walt Stack Jogging through the Golden Gate Bridge. It was a daring statement: sport is for everyone.
Over time, “Just Do It” has become a state of mind, capturing the grain of everyday athletes and the greatness of icons like Michael Jordan, Serena Williams and Kobe Bryant. From lounges to the locker room, he inspired people to move, dream and dare.
In 1995, Nike raised the bar with “If you let me play”, a revolutionary campaign that showed how access to sport can change the lives of girls. It was not only advertising. It was a call for cultural awakening with a resounding message that remains at the heart of Nike’s mission.
From the first black and white films to the daring “Dream Crazy (2018)”, each chapter of “Just Do it” represented one thing above all: the courage to start again, try again, repel and move forward.
Although the spirit of “just doing it” has not changed, the world around it did it. Its reintroduction does not consist in chasing glory or nostalgia – it is a question of choosing to start, then deciding to continue, to channel a version of “Just Do it” which seems faithful to the pressures and the potential of today’s generation.
“Tennis teaches you quickly that you cannot control everything, but you can always choose to fight for this next point,” said Carlos Alcaraz, Spanish tennis champion. “Sport is this courage to continue, to remain intrepid and to believe in you, no matter the pressure or the moment.”
The Nike athletes appeared in the “Why that?” The film embodies a new version of what “just doing it” means today. They come from different sports, history and stages of their career. What unites them, however, is the choice to continue, especially when it is difficult.
These athletes include:
- Carlos Alcaraz (Spain, Tennis)
- Saquon Barkley (United States, American football)
- Caitlin Clark (US, Basketball)
- Tara Davis-Woodhall (United States, track and field)
- Shreyas Iyer (India, Cricket)
- LeBron James (US, Basketball)
- Rayssa Leal (Brazil, Skate)
- Scottie Scheffler (United States, Golf)
- Vini Jr. (Brazil, world football)
- Hunter Woodhall (United States, track and field)
- Qinwen Zheng (China, Tennis)
Consult the campaign film in the gallery below and monitor the extensions to come on several platforms, all designed to ignite the “just doing” spirit in today’s athletes.
* If you have a body, you are athlete.
