The iconic “Just Do It” tagline from Nike was part of one of the most successful advertising campaigns of all time and on Thursday the brand reached back to the renown slogan to tap the next generation of athletes.
But for a modern spin on hyping competitors on a range of levels, the company has flipped the script and is now asking “Why Do It?”
The new campaign, by longtime Nike partner, Wieden+Kennedy features stand out athletes like LeBron James, Caitlin Clark, Carlos Alcaraz, Saquon Barkley and Tara Davis-Woodhall and showcases a variety of sports in a clip narrated by Tyler, the Creator.
“‘Just Do It’ isn’t just a slogan — it’s a spirit that lives in every heartbeat of sport. It’s the belief that, together, we can inspire, unite and elevate ourselves beyond what we thought possible,” Nicole Graham, Nike EVP & Chief Marketing Officer said in a statement. “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.”
At an event at the company’s New York office on Thursday, Nike CEO Elliott Hill was on hand for the launch of the campaign which the brand is aiming at young athletes who represent the next generation of sports — and consumers.
Launched in 1988, the “Just Do It” tagline was part of a larger rollout by Nike and Wieden+Kennedy and was a major windfall for both companies. Nike rode the success of the campaign for decades as the meteoric rise of athletes like basketball icon Michael Jordan translated into unforgettable moments in the sports and major shoe and apparel sales. “Just Do It” became embedded in pop culture over time and seemingly synonymous with people — not just athletes — finding to motivation to overcome obstacles.
Nike is banking on “Why Do It?” do be a spiritual successor of sorts that will utilize “Just Do It” to introduce it to a younger demographic that has many options for shoes and apparel in present day but also exists in an era where social media is omnipresent and the landscape of world of today is simply different than 1988.
