Nike is reintroducing “Just Do It” to a new generation with the launch of its latest campaign, “Why Do It?” Designed to meet young athletes where they are, the campaign reframes greatness as a choice rather than an outcome—handing the rallying cry to today’s generation and inviting them to write the next chapter.
The anthem film stitches together a vivid tapestry of athletes and moments, capturing the rhythm of modern ambition: movement fueled by passion, competition reimagined as collaboration, and the courage to show up authentically in every moment. By honoring the past while celebrating the untamed spirit of today, “Why Do It?” invites young athletes to become part of a living legacy—one written by those who answer the call, choose to begin, and keep moving forward. Watch below:
When Nike launched “Just Do It” in 1988, it wasn’t just a tagline—it was a call to action. Nearly four decades later, the brand is recommitting to that belief with “Why Do It?”, a campaign that speaks to a generation facing public pressure, the fear of failure, and plenty of reasons to quit. The film counters that doubt with a simple challenge: greatness isn’t handed out; it’s chosen—and sometimes the most important choice is to begin.
“‘Just Do It’ isn’t just a slogan—it’s a spirit that lives in every heartbeat of sport,” said 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 their own potential, and discover the greatness that unfolds the moment they decide to begin.”
The athletes featured in the “Why Do It?” film include:
- 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)
Colin Costello is the Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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