When Nike launched “Just Do It” in 1988, it was not only a slogan, but a call for action. Even if it is difficult, try and try the challenges of moving forward.
Now, after nearly four decades of inspiring athletes* to realize their dreams by “doing this”, Nike has reintroduced a new generation of iconic rally shouts through its latest sport, “Why do you do this?”. To meet young athletes who are young athletes in, the sport reshapes great choices as a choice, not a result – handing over “just do” to today's generation and inciting them to write the next chapter.
“Doing’ is not only a slogan, but a spirit that lives in every heartbeat of sports. It’s a belief that together we can inspire, unite and elevate ourselves beyond what we think we can,” said Nicole Graham, EVP and Chief Marketing Officer. “With 'Why do this?', we ignite that spark for the new generation of sparks, dare to have courage, trust our potential, and discover the greatness of the moment they decided to start.”
“Why do this?” The campaign began with a bold film anthem, which included actors from Nike athletes around the world who embody the original, unfiltered side of the sport: Carlos Alcaraz, Saquon Barkley, Saquon Barkley, Lebron James, Rayssa Leal, Qinwen Zheng, and more.
The amazing message of this movie speaks directly to today’s athletes who grow up in a world of attempts and failures will feel daunting. It’s harder than ever to leap; and the temptation to quit smoking is greater than any reason to keep going.
In this context, the film is a challenge to the hesitant generation: greatness does not emanate, it is chosen – and sometimes the most important choice is to simply start.
“Greatness is every choice you choose, every workout and every comeback to make money,” said Super Bowl champion Barkley, who ran back. “I had to fight in setbacks, but that’s what makes your journey real and unique.”
“Why?” is also Nike's bold suggestion to establish a belief: when you show up and try, anything is possible.
The sport reminds athletes of all backgrounds and disciplines that attempts are still important and failure is part of the process. It also strengthens Nike’s leadership in shaping the future of sport, the brand’s dedicated leadership to serving and inspiring every athlete, and its commitment to delivering today’s generation in the field of competition – encouraging young people to discover new ways to compete, grow and win.
Women’s basketball phenomenon Caitlin Clark said: “You don’t impress every game, you don’t win every game.” “But whenever you step on the court and play, you have a chance to be great.”
Since its debut, “Just Do It” has become one of the most iconic rally crying in sports and culture. Global campaign appeals for every human body and background are launched in a simple, powerful ad: 80-year-old runner Walt Stack jogged the Golden Gate Bridge. Here is a bold statement: Sports is for everyone.
Over time, “just do” became a mindset that captured the charm of idols like Michael Jordan, Serena Williams and Kobe Bryant. From the living room to the locker room, it inspires people to move, dream and dare.
In 1995, Nike raised the bar with “If Let Me Play”, a groundbreaking sport that showed how opportunities to enter sports change girls' lives. It's not just advertising. It's a culturally awakened call with a loud message that remains at the heart of Nike's mission.
From early black and white films to the bold “Dream Crazy (2018)”, each chapter of “Just Do It” represents one thing: the courage to start, try again, push back, and move forward.
Although the spirit of “just doing” has not changed, the world around us has not. Its reintroduction is not about chasing glory or nostalgia, but about choosing to start, deciding to move on, leading a version of “just do” that is honest about the pressure and potential of today’s generation.
“Tennis will soon teach you that you can’t control everything, but you always have the option to fight for the next point,” said Spanish tennis champion Carlos Alcaraz. “The exercise is about keeping on moving forward, staying fearless and believing in your courage, no matter what the pressure or moment is.”
Nike athletes star in “Why do you want to do this?” The movie embodies a new version of “just do” today. They come from different sports, backgrounds and career stages. But what brings them together is the choice to move forward, especially when it’s hard.
These athletes include:
- Carlos Alcaraz (Tennis, Spain)
- Saquon Barkley (US, US football)
- Caitlyn Clarke (USA, basketball)
- Tara Davis-Woodhall (Train and Field, USA)
- Shreyas Iyer (India, Cricket)
- LeBron James (Basketball, USA)
- Rayssa Leal (Brazil, skateboard)
- Scottie Scheffler (Golf, USA)
- Winnie Little (Brazil, Global Football)
- Hunter Wood Hall (Track and Field, USA)
- Qinwen Zheng (China, tennis)
Check out the campaign movies in the gallery below and keep watching the expansion of multiple upcoming platforms, all of which are designed to ignite the spirit of “just do” among today’s athletes.
*If you have a body, then you are an athlete.