United States – Nike has reintroduced its “Just Do It” slogan to a new generation with the launch of its latest campaign, “Why Do It?”, which is designed to connect with young athletes.
The campaign aims to re-frame greatness as a choice, rather than an outcome, with an anthem film featuring a mix of athletes, including Carlos Alcaraz, Saquon Barkley, LeBron James, and Rayssa Leal.
The campaign hands “Just Do It” to today’s generation, encouraging them to pursue their own ambitions, with the film intended to speak directly to modern athletes who may feel daunted by the prospect of failure.
Nicole Graham, EVP & chief marketing officer at Nike, stated that “Just Do It” isn’t just a slogan, rather 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. 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.”
Saquon Barkley, a Super Bowl champion, also offered his perspective, “Greatness is something you earn with every choice, every workout and every comeback,” he said. “I’ve had to fight through setbacks, but that’s what makes the journey real and uniquely yours.”
Women’s basketball star Caitlin Clark also added, “You won’t make every shot and you won’t win every game. But every time you step on the court and compete, you have a chance to be great.”
The campaign’s film highlighted a variety of athletes from different sports and backgrounds including:
- Carlos Alcaraz (Spain, tennis)
- Saquon Barkley (U.S., American football)
- Caitlin Clark (U.S., basketball)
- Tara Davis-Woodhall (U.S., track & field)
- Shreyas Iyer (India, cricket)
- LeBron James (U.S., basketball)
- Rayssa Leal (Brazil, skate)
- Scottie Scheffler (U.S., golf)
- Vini Jr. (Brazil, global football)
- Hunter Woodhall (U.S., track & field)
- Qinwen Zheng (China, tennis)
Carlos Alcaraz, tennis player also shared, “Sport is about that courage to keep going, to stay fearless and to believe in yourself no matter the pressure or the moment.”
The relaunched campaign followed Nike’s ‘So Win’ campaign in February, which then highlighted the power of sport.
