Nike is reaffirming its why.
What’s happening: The sportswear giant swapped Just Do It for “Why Do It?” in a new campaign featuring LeBron James, Caitlin Clark, and Carlos Alcaraz.
Bold as love. A follow-up to its “So Win” campaign, Nike reminds dreamers no risk, no reward.
Tapping rapper Tyler, the Creator—known for boundary-pushing sounds and unshakeable confidence—to narrate, it’s daring youth to fearlessly pursue greatness, regardless of outcomes. The switch-up arrives as Nike’s revenue slumps and rivals like On gain ground.
About face. With Gen Z prioritizing mental health, activewear brands are lightening up.
Setting the tone with “Soft Wins,” On’s collab roster includes non-athletes Zendaya, FKA twigs, and Burna Boy, preaching expression over perfection. Counting NFLer Christian McCaffrey as co-founder, while on earth prizes personal victories and mindfulness.
Baby steps. Together, the moves reflect a broad cultural pivot away from “no pain, no gain” toward more intentional movement mindsets. Knowing most consumers aren’t hardcore athletes, brands are reframing fitness as a commitment to self.
Punchline: Nike sells performance culture, but younger consumers haven’t been buying. TBD if the slogan refresh fuels much-needed momentum.
