Nike is reintroducing its iconic rallying cry, “Just Do It” to a new generation through the launch of its latest campaign, “Why Do It?” Swapping out a slogan that’s become almost inseparable from the brand isn’t just risky; it’s a rare move in a playbook where most brands cling to their most famous assets.
Why does this matter? Because very few brand elements are as powerful—or as irreplaceable—as “Just Do It.” In terms of recognition and distinctiveness, it sits with Tiffany’s blue box and McDonald’s arches: instantly recognizable, never confused, and woven deep into culture. After 37 years and billions in ad spend, the phrase isn’t just a line—it’s shorthand for what Nike stands for.
So why change course?
Nike, with creative partner Wieden+Kennedy, is reframing the conversation. The new campaign, voiced by Tyler, the Creator, poses a big question: Why do people push themselves? Why take on pain, uncertainty, and challenge? The ad doesn’t just show action—it invites reflection. It asks us to consider not just what we do, but why we do it.
Brand consultant and columnist Mark Ritson believes the lesson for marketing leaders is clear: before swapping out a legacy asset, pause. Distinctive brand codes take years to build and can be lost in seconds. If you’re considering a big shift, make sure it’s anchored in strategy—not just a search for novelty.
Nike’s move is bold, but it’s also a calculated risk to keep the brand relevant by sparking new conversations around purpose.
Source: “Why Did Nike Do It? The risk and reward of reinventing an icon” Mark Ritson, AdWeek Sep 11, 2025
