Focusing on a new generation of top athletes, Nike asks “why do it” and with those three simple words, reframes greatness as a choice, not an outcome.
“Why do it?,” asks narrator Tyler the Creator. “Why would you make it harder on yourself? Why chance it? Why put it on the line? With so much at stake. With so much room to fail. Why risk it? Why would you dare? Seriously, why?! You could give everything you have, and still lose.
But my question is: What if you don't?”
The cinematic campaign features such stars in action as U.S. Open champion Carlos Alcaraz, Philadelphia Eagles running back Saquon Barkley, the WNBA’s Caitlin Clark, U.S. track star Tara Davis-Woodhall, Los Angeles Laker LeBron James, Brazilian skateboarder Rayssa Leal, Chinese tennis player Qinwen Zheng, and more.
“‘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,” said Nicole Graham, EVP & chief marketing officer, 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.”
"Why Do It?” is a recommitment to Nike’s founding belief: When you show up and try, anything is possible.
“Greatness is something you earn with every choice, every workout and every comeback,” said Barkley, also in a statement. “I’ve had to fight through setbacks, but that’s what makes the journey real and uniquely yours.”
The campaign is intended to reinforce Nike’s leadership in shaping the future of sport, the brand’s dedication to serving every athlete – whether gym rat or NBA All-star – and its commitment to encouraging today’s young people to discover new ways to compete, grow and win.
“You won’t make every shot and you won't win every game,” said women’s basketball phenom Caitlin Clark. “But every time you step on the court and compete, you have a chance to be great.”
Nike debuted its now famous “Just Do It” campaign in 1988 with an advertisement featuring 80-year-old runner Walt Stack jogging across the Golden Gate Bridge. Since then, such athletes as Michael Jordan, Serena Williams and Kobe Bryant have taken on Nike’s brand mantle.
“Tennis teaches you quickly that you can’t control everything, but you can always choose to fight for that next point,” said Alcaraz, Spanish tennis champion. “Sport is about that courage to keep going, to stay fearless and to believe in yourself no matter the pressure or the moment.”
