Nike’s Fresh Tagline for a New Generation

Nike’s Fresh Tagline for a New Generation

Legendary. Iconic. Inspirational. Nike’s ‘Just do it’ slogan, paired with its famous Swoosh logo, is a marketing phenomenon. Created nearly 40 years ago, it captures the true spirit of Nike, while genuinely motivating consumers to chase their goals.  

But for the first time since 1988, Nike has made the very bold move of flipping the ‘Just do it’ tagline on its head. Instead of the classic sign off, they’ve introduced ‘Why do it?’ in their latest ad campaign to connect with younger audiences.  

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Why did Nike do it?

There’s no denying that their new campaign’s tone is Gen Z coded. It offers a fresh motivation for getting involved in sport. The original tagline was authoritative, assertive, and powerful. This reimagined version has a purposeful, quieter, and reflective feel. One that resonates with younger generations. 

And Nike isn’t making the shift blindly. It’s completely deliberate. According to researcher Roberta Katz, the younger, net-savvy generation use digital tools to fact-check their lives on a daily basis. 

On top of that, authors Marcie Merriman and Zak Dychtwald argue Gen Z has a ‘reasoned skepticism’ around ‘life’s traditional milestones.’ It’s this heightened awareness and challenging attitude that Nike are tapping into. 

Ultimately, younger generations may be more inclined to ask ‘why risk it?’.  Nike's clever response? Do it. Because what if you don’t?

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The reaction?

Critically, it’s gained pretty mixed reviews. Oana Leonte, founder of Unmtchd, wrote on LinkedIn that Nike’s new campaign is ‘cool, fresh, and culturally aligned’ but argues ‘Just do it’ is still ‘one of the most valuable brand assets in history.’ Others suggest the new messaging is confusing and undermines Nike’s brand image.

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What happens when you take an iconic tagline and flip it on its head? That’s exactly what Nike has done. It’s bold, it's brave, and we love it. 

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