Nike ignites inspiration for a new generation

In collaboration with Wieden + Kennedy Inc., sportswear brand Nike has unveiled this uplifting and thought-provoking spot, flipping its own iconic slogan to ask a younger generation of audiences, “Why Do It?”. 

Voiced by American rapper Tyler, the Creator and directed by Iconoclast USA directors Vania & Muggia, the anthem film features a vivid tapestry of athletes, capturing the rhythm of modern ambition. The initiative aims to connect with young athletes at the start of their careers, reframing success as a choice they commit to every day, even when the work is hard and the stakes are high.  

“‘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 & 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.”