On September 4, sportswear giant Nike announced an update to its famous three-word catchphrase “Just Do It.” In a video released on its website and other social media sites such as Instagram and YouTube, the company has given new meaning to its nearly 40-year-old tagline, now posing the question: “Why Do It?”
The one-minute video, with a voiceover by rapper Tyler, the Creator, shows athletes of all different sports affiliated with Nike in order to embody “the raw, unfiltered side of sport,” as Nike’s official website put it. The goal of this campaign is to “meet young athletes where they are, refram[e] greatness as a choice, . . . and embolden them to write the next chapter,” according to Nike. Nearly 40 years ago, Nike launched its iconic slogan “Just Do It” in a video featuring 80-year old runner Walt Stack running across San Francisco’s Golden Gate Bridge. Since then, the slogan has served as the North Star for the sports apparel brand, its influence spanning generations and decades.
However, the circumstances have changed. Nike sales have struggled this year; the company’s net income for the fourth quarter dropped by 86% to $211 million, a dramatic decrease compared to last year’s $1.5 billion in part because of the Trump administration’s tariffs on China, according to CNN. Shares are down 17.4% this year, while Nike’s fourth quarter sales dropped by 12% to $11.1 billion as Nike’s competitors such as Puma and Adidas are gaining stock value, according to a Reuters article in June. In late August, Nike announced another round of layoffs that could affect around one percent of employees. The company, now under the leadership of CEO Elliot Hill, explained in a statement that it is “in the midst of a realignment” and that “this new formation is built to put sport and sport culture back at the center,” according to CNBC.
It is clear that Nike is trying to inject new vigor into the company through the slogan realignment. To accomplish this goal, the company is attempting to appeal to younger generations such as Gen Z and trying to relate to their curious attitude and desire to question traditional norms. Rather than being the definite phrase “Just Do It,” the new “Why Do It?” tagline asks its audience to think about the reason for putting themselves out there in the first place. As Tyler, the Creator narrated: “Why do it? . . . . . Why risk it? Why would you dare? Seriously, why? You could give everything you have and still lose.” The answer and punchline, ironically, is in the form of another question: What if you don’t?
Through the new slogan, Nike takes a shot at the cringe culture and perfectionism that currently permeates through the generation and causes people to shy away from even trying. “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,” Chief Marketing Officer Nicole Graham said.
Nonetheless, it is unclear whether this bold marketing strategy will work out. “Nike’s been in the middle of this brand turnaround and this race to kind of remain relevant. So they’ve revamped their strategy, and what’s really going to show if it’s working is in the numbers. They’re a big ship to turn around, so we may not see a jump in sales immediately” Brittany Kiefer, an editor at Adweek, said during a NPR podcast. Reactions to the “Why Do it?” campaign were mixed; some have praised the slogan’s powerful message and relatability, while others have criticized it and believe that a divergence from the “Just Do It” North Star will spell disaster for the company. The results of this shift in marketing remain to be seen.
