nike | why do it?

What drives you to start? To try? To risk failing, again and again? For Nike, the answer hasn’t changed in nearly four decades, but the conversation has. With its new ‘Why Do It?’ campaign, the brand hands its iconic rallying cry, ‘Just Do It,’ to a new generation. This campaign redefines greatness as a choice, positioning it as a decision made in the moment.

The launch is anchored by a bold, cinematic anthem that weaves together the contemporary rhythm of sport: movement driven by passion, competition reimagined as collaboration, and the courage to be yourself. “‘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,” says Nicole Graham, EVP & Chief Marketing Officer. “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.”

The film features a global cast of athletes that embodies this message, including Carlos Alcaraz, Saquon Barkley, LeBron James, Rayssa Leal, Qinwen Zheng, Caitlin Clark, Tara Davis-Woodhall, Shreyas Iyer, Scottie Scheffler, Vini Jr., and Hunter Woodhall. The piece speaks directly to athletes who are coming up in an era where trying (and failing) can feel public and unforgiving. 

As Barkley puts it, “Greatness is something you earn with every choice, every workout and every comeback… that’s what makes the journey real and uniquely yours.” For Clark, the calculus is simple: “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.” And Alcaraz distils the mindset: “You can’t control everything, but you can always choose to fight for that next point… stay fearless and believe in yourself no matter the pressure or the moment.”

This campaign is a recommitment to Nike’s founding belief: show up, try, and anything is possible. Since its debut in 1988 with 80-year-old runner Walt Stack jogging the Golden Gate Bridge, Just Do It has evolved from a simple tagline to a powerful movement. In 1995, ‘If You Let Me Play’ shifted culture by showing how access to sport changes girls’ lives. In 2018, ‘Dream Crazy’ pushed the conversation forward again. The spirit hasn’t changed, but the world has. ‘Why Do It?’ is a permission slip to begin, then keep going.

Beyond the film, the campaign will roll out across various platforms, designed to serve and inspire athletes of every background and discipline, reminding them that trying counts, failing is part of the process, and progress is the ultimate point. Or, in Nike’s language: ‘If you have a body, you are an athlete.’

Find out more at nike.com

photography. courtesy of Nike
words. Gennaro Costanzo