Nike Leaves Hesitation at the Door to Reintroduce Iconic 'Just Do It'

Nike is reintroducing 'Just Do It' to a new generation with the launch of its latest campaign, 'Why Do It?', from Wieden+Kennedy Portland. 

Designed to connect with young athletes where they are, the campaign reframes greatness as a choice, not an outcome - handing 'Just Do It' to today’s generation and emboldening them to write the next chapter.

Voiced by Tyler, the Creator and directed by Iconoclast directors Vania & Muggia, the anthem film features a vivid tapestry of athletes, capturing the rhythm of modern ambition: movement shaped by passion, competition reimagined as collaboration and the courage to show up authentically in every moment.

By honouring the past and celebrating today’s untamed spirit, 'Why Do It?' empowers young athletes to become part of a legacy - one written by those who answer the call, choose to begin and never stop moving forward.

“‘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,” says Nicole Graham, EVP and chief marketing officer. “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 risk it? Because you can.