Decades after debuting the iconic phrase ‘Just Do It,’ Nike is bringing its celebrated motto to a new generation.
Originally launched in 1988, ‘Just Do It’ became one of the most influential slogans in marketing history. Now, the brand is unveiling a campaign called ‘Why Do It?’ which frames achievement as a choice rather than a destination. The message places the essence of ‘Just Do It’ into the hands of today’s athletes and creators.
“‘Just Do It’ is more than a slogan—it embodies the spirit of sport itself. It reflects the belief that together, we can inspire, unite, and push beyond our limits,” says Nicole Graham, executive vice-president and chief marketing officer. “With ‘Why Do It?,’ we aim to spark that same energy for a new generation, encouraging them to act with courage, trust in their own potential, and discover the greatness that comes from simply starting.”
The campaign features a hero spot with a diverse lineup of Nike athletes, including Carlos Alcaraz, Saquon Barkley, LeBron James, Rayssa Leal, Qinwen Zheng, and others. Its message emphasizes that effort matters, that challenges are part of growth, and that perseverance shapes true success.
“Greatness comes from every choice, every practice, and every comeback,” says Barkley. “I’ve faced setbacks, but overcoming them is what makes the journey real and uniquely yours.”
Since its inception, ‘Just Do It’ has become a defining call in both sports and culture. The original campaign featured an elderly runner jogging across a bridge, signaling that sport is for everyone, regardless of age or background.
“Tennis teaches you that you can’t control everything, but you can always choose to fight for that next point,” says Alcaraz. “Sport is about the courage to keep going, stay fearless, and believe in yourself no matter the pressure or the moment.”
