When Nike introduced “Just Do It” in 1988, the slogan gave people an invitation to act, to move, and to believe in the possibility of progress even when the odds felt stacked against them. That idea carried the company through decades of campaigns that placed sport at the center of culture, from Walt Stack jogging across the Golden Gate Bridge to Serena Williams rewriting the story of tennis. Nearly four decades later, Nike takes that legacy forward with the debut of its latest campaign, “Why Do It?”.
The campaign arrives at a time when many young athletes face hesitation and pressure. Social media amplifies every setback, and the fear of failure often overshadows the joy of competing. Nike addresses that reality by reframing greatness as a choice rather than a finish line. “Why Do It?” hands the power of “Just Do It” to a new generation, emphasizing that the simple decision to begin sets the stage for every future step.
Nicole Graham, Nike’s Executive Vice President and Chief Marketing Officer, describes the thinking behind the campaign as an ignition point. She explains that “Just Do It” remains a living force in sport because it reflects belief in potential. The challenge today is to spark that same energy among athletes who often hesitate to start. Graham frames “Why Do It?” as a direct answer to that hesitation, daring young athletes to step forward and trust the process of becoming.
The campaign introduces that philosophy with a cast of athletes who carry different experiences yet share a willingness to keep going. These athletes include tennis superstar Carlos Alcaraz, NFL running back Saquon Barkley, basketball phenom Caitlin Clark, long jump talent Tara Davis-Woodhall, Indian cricket batter Shreyas Iyer, basketball icon LeBron James, Olympic skateboarding medalist Rayssa Leal, world number one golfer Scottie Scheffler, Brazilian football forward Vini Jr., Paralympic sprint medalist Hunter Woodhall, and Chinese tennis star Qinwen Zheng. Each athlete represents a different stage of growth, but together they reinforce the idea that greatness takes shape through choice.
For Barkley, the meaning feels personal. “Greatness is something you earn with every choice, every workout and every comeback,” he says, reflecting on setbacks he has endured throughout his career. Women’s basketball star Caitlin Clark echoes that theme with a reminder that consistency matters more than perfection. “You won’t make every shot and you won’t win every game,” she says. “But every time you step on the court and compete, you have a chance to be great.” Their words crystallize the campaign’s core idea: action matters, even when the outcome falls short.
The original “Just Do It” introduced the idea that age, gender, or body type never disqualified someone from being an athlete. In 1995, “If You Let Me Play” focused on the role of sport in changing girls’ lives, sending a message that still resonates three decades later. In 2018, “Dream Crazy” pushed athletes and fans to think about risk and ambition in ways that reached far beyond arenas. Each of these projects reinforced the company’s belief that sport could expand opportunity, change perception, and challenge limits.
“Why Do It?” continues that trajectory by focusing on the conditions that shape today’s athletes. Carlos Alcaraz speaks to the mental side of tennis, noting that while players cannot control every point, they can control the decision to fight for the next one. For Brazilian football star Vini Jr., the campaign becomes about embracing pressure and playing with fearlessness. Tara Davis-Woodhall and Hunter Woodhall, athletes who thrive in track and field, represent perseverance in the face of obstacles.
“Why Do It?” represents a handoff, giving “Just Do It” to the next generation with a reminder that courage begins with the first step. From the training field to the court, from the track to the skate park, the decision to move forward shapes the future of sport.
