New Delhi: Nike is bringing back its iconic “Just Do It” to a new generation with the launch of its latest global campaign, “Why Do It?”. The campaign reframes greatness as a choice rather than an outcome, inviting young athletes to embrace the spirit of movement, authenticity, and resilience.
Launched originally in 1988, “Just Do It” became a rallying cry for athletes worldwide. Nearly four decades later, Nike’s new campaign hands that spirit to today’s youth, positioning sport as a courageous choice to begin, to keep going, and to grow stronger through challenges.
“‘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,” said Nicole Graham, EVP & Chief Marketing Officer, Nike. “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.”
The campaign launches with a cinematic anthem featuring a global cast of athletes including Carlos Alcaraz, LeBron James, Saquon Barkley, Rayssa Leal, Qinwen Zheng, Caitlin Clark, and India’s Shreyas Iyer. It speaks directly to today’s athletes, who often face doubts and setbacks, reminding them that greatness isn’t handed out — it’s chosen.
“Greatness is something you earn with every choice, every workout and every comeback,” said Saquon Barkley. “I’ve had to fight through setbacks, but that’s what makes the journey real and uniquely yours.”
“You won’t make every shot and you won’t win every game,” added Caitlin Clark. “But every time you step on the court and compete, you have a chance to be great.”
For Spanish tennis champion Carlos Alcaraz, the message resonates deeply: “Tennis teaches you quickly that you can’t control everything, but you can always choose to fight for that next point. Sport is about that courage to keep going, to stay fearless and to believe in yourself no matter the pressure or the moment.”
By reviving its most celebrated mantra, Nike underscores its enduring belief: when athletes choose to show up and try, anything is possible. With “Why Do It?”, the brand continues to redefine sports culture, inspiring a generation to move forward — one choice, one moment, one step at a time.
These athletes include:
- Carlos Alcaraz (Spain, tennis)
- Saquon Barkley (U.S., American football)
- Caitlin Clark (U.S., basketball)
- Tara Davis-Woodhall (U.S., track & field)
- Shreyas Iyer (India, cricket)
- LeBron James (U.S., basketball)
- Rayssa Leal (Brazil, skate)
- Scottie Scheffler (U.S., golf)
- Vini Jr. (Brazil, global football)
- Hunter Woodhall (U.S., track & field)
- Qinwen Zheng (China, tennis)
