Sports gear giant Nike announced today that it is reintroducing its iconic “Just Do It” slogan to a new generation with the launch of its latest campaign, "Why Do It?” It’s from longtime ad agency Wieden + Kennedy. 

The company said the new effort is designed to connect with young athletes, “where they are ... [reframing] greatness as a choice, not an outcome — handing 'Just Do It' to today’s generation and emboldening them to write the next chapter.”  The "Just Do It" mantra was introduced in 1988.

The anchor film in the campaign is voiced by the rapper known as “Tyler, The Creator” and directed by the filmmaking duo Vania Heymann and Gal Muggia. It features what the agency calls a “tapestry of athletes, capturing the rhythm of modern ambition: movement shaped by passion, competition reimagined as collaboration and the courage to show up authentically in every moment.”  

The cast of top athletes in the film includes Carlos Alcaraz, Caitlin Clark, Saquon Barkley, LeBron James, Rayssa Leal, Qinwen Zheng and more.

“‘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 at 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.” 

In addition to the initial film, the campaign will appear in "upcoming extensions across multiple platforms," the marketer said.