Nearly 40 years ago, Nike introduced its iconic “Just do it” slogan, which ultimately fueled one of the most successful and influential marketing campaigns in U.S. history. It launched with a series of TV ads featuring athletes of all ages and abilities, and resonated with customers for its simplicity and authenticity. Since then, it’s been one of the most recognizable slogans for an American business.
But on Thursday, the athletic-wear company “reintroduced” its “Just do it” campaign to “today’s generation.” The “Why do it?” campaign is designed to “connect with young athletes where they are,” according to Nike, and “reframes greatness as a choice, not an outcome.”
The 60-second ad from Wieden + Kennedy features a roster of international sports stars including Spanish tennis champ Carlos Alcaraz, Philadelphia Eagles running back Saquon Barkley, WNBA star Caitlin Clark, and NBA icon LeBron James.
“‘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,” Nicole Graham, Nike EVP and chief marketing officer, said 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 Gen Z asks why
While Nike didn’t specify a particular target generation, the campaign’s tone speaks to Gen Z’s less accepting stance on the status quo.
In fact, there is support for the idea that Gen Z is especially prone to a questioning attitude. Stanford research scholar Roberta Katz argued in 2022 that the younger generation is truly internet-native and developed an “early facility with powerful digital tools” that allowed them to fact-check their situation on a rolling basis. This yielded a “pragmatic” outlook and a set of values that emphasize direct communication, authenticity, and relevance.
Other studies of Gen Z found similar results, with EY dubbing them the “pragmatic generation” in a worldwide survey of 10,000 young adults across 10 countries. Authors Marcie Merriman and Zak Dychtwald wrote earlier this year that Gen Z has a “reasoned skepticism” around “life’s traditional milestones.”
Some educators are seeing this attitude at public schools. Marlo Loria, director of career and technical education at Mesa Public Schools in Arizona, told Fortune that “our youth want to know why. Why do I need to go to college? Why do I want to get in debt? Why do I want to do these things?”
When she begins answering these many questions, she finds, “They want to know why: How is it connected to my purpose, what I’m interested in? How is it going to help me get to [my career goals]?”
Critics ask why
Like almost any major campaign, Nike’s new slogan got mixed reviews from marketing and branding experts as well as customers. Some say Nike “nailed it” and that it’s “the perfect rebrand for a generation that no longer follows commands [and] is looking for something more.”
Katya Varbanova, brand marketing expert and CEO of Viral Marketing Stars, told Fortune it’s likely Nike felt the need to make a change owing to data, trends, and internal conversations. She said her initial reaction is that is Nike moving from being a “hero archetype” brand, meaning all about excellence through adversity, to representing an “explorer archetype,” meaning it’s appealing to people seeking self-knowledge and meaning.
“But the shift is definitely not as extreme,” Varbanova said. “But it’s bold enough that it will create conversations without destroying the brand.”
Others haven’t been as impressed. Oana Leonte, founder of global brand strategy company Unmtchd, wrote on LinkedIn that while the new campaign is “cool, fresh, and culturally aligned,” the “Just do it” campaign is more than a tagline: “It’s one of the most valuable brand assets in history.
“When you’ve got an asset that transcends campaigns, generations, and even entire industries … you don’t dilute it. You protect it,” Leonte wrote. “Nike didn’t become Nike because of new slogans every five years. They became Nike because ‘Just do it’ is timeless, universal, and instantly recognizable. It’s the brand’s North Star.”
Critics argue Nike’s new campaign might confuse the brand’s identity for older consumers who have a strong attachment to “Just do it.” But Varbanova said the original slogan is still part of the brand’s identity.
“To me, Nike believes that gaining relevancy with the younger generation, which is afraid of failure, will bring more brand equity in the long run with the right people,” she said. “Nike’s new slogan feels like a balance between history and the modern days.”
Plus, Varbanova pointed out, all the conversation the new slogan has sparked is the “biggest sign of relevancy there is.”
