Nike Abandons Iconic ‘Just Do It’ Slogan After 40 Years
In a dramatic shift that’s shaking the marketing world, Nike has temporarily replaced its legendary “Just Do It” slogan with a new, questioning phrase: “Why Do It?” The change comes as part of a September campaign targeting younger athletes who grapple with perfectionism and self-doubt.
The Legacy of ‘Just Do It’
For four decades, “Just Do It” stood as one of advertising’s most powerful slogans. AdAge, America’s oldest advertising magazine, ranked it second among the best slogans of the 20th century. British publication Campaign noted how the phrase destroyed age and class barriers, allowing each person to interpret it personally and establish a unique connection with the brand.
When British design agency Sparkloop surveyed 1,000 people aged 18-65 several years ago, they discovered “Just Do It” was the most memorable slogan—recalled by nearly half of respondents (44.65%).
The New Campaign: ‘Why Do It?’
Nike’s latest campaign features a stylish, poetic video starring global sports icons including Vinícius Júnior, LeBron James, and Carlos Alcaraz. The commercial is narrated by rapper and producer Tyler, the Creator, who poses challenging questions throughout.
“Why do it? Why make life harder for yourself? Why take the risk?” Tyler asks. “When there’s so much at stake. When there are so many chances to fail. Why take the risk? Why dare? Seriously, why?! You could give everything you have and still lose. But the question is: what if you don’t?”
Targeting Generation Z’s Doubts
Nike’s shift specifically targets Gen Z—those born roughly between 1997 and 2012. This generation demonstrates particular tendencies toward doubt and critical thinking.
In 2022, Stanford University researcher Roberta Katz noted that young people raised with the internet have developed strong fact-checking skills using digital tools. This has made them more pragmatic and focused on what actually works and delivers results.
Nike’s Marketing Strategy Shift
Nike positions greatness as a choice rather than a given. The campaign shows athletes not in moments of victory, but when they’re deciding to take risks—hitting the ball, making the swing, jumping from the platform.
“When talking to young athletes, we see that everyone seems to be in a comparison booth: the desire to be perfect, the fear of failing, and in many cases even the fear of trying,” explained Nike Marketing Director Nicole Graham in an interview with AdWeek.
Graham noted that Nike decided to voice these doubts while providing a clear answer in the advertisement: you have to do it—and see what happens.
The Creative Team Behind the Change
The campaign with the new slogan was developed by advertising agency Wieden+Kennedy—the same agency that created the legendary “Just Do It” slogan in the late 1980s.
The video directly addresses the younger generation that “due to the fear of perfectionism, hesitates to enter the ring.” It represents a significant departure from Nike’s traditional motivational approach, acknowledging the complex psychological landscape facing today’s young athletes.
What This Means for Brand Marketing
This strategic pivot demonstrates how major brands are adapting to generational shifts in mindset. While “Just Do It” represented straightforward motivation, “Why Do It?” acknowledges the internal dialogues and doubts that precede action.
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The campaign doesn’t abandon Nike’s core message of action and achievement, but reframes it for an audience that questions everything before committing. It’s a bold move that could redefine how sports brands communicate with the next generation of athletes.
