• by Cory Treffiletti , Featured Contributor, 9 hours ago

There was never a question that I love advertising, until this past week. 

I truly admire the most iconic, most indelible taglines and phrases that have been created. There are many that come to mind, but the Nike phrase “Just Do It” typically stands at the top of the Mount Rushmore of slogans. So why on earth did they decide now was the time to question it, literally?

I understand Gen Z is a different generation, and they have different motivations. I get that. I also understand things change, and times evolve. I could even understand if they came up with a wholly different tagline as they try to tap into the zeitgeist of a generation, but to take “Just Do It” and question its validity by turning it into “Why Do It” feels, well, flat to me.

The motivation behind the “Why” is intended to get the audience to ask themselves “why not go that extra mile and take the chance,” but in doing so I feel Nike has lost some of the confidence that comes from the fist-pounding on the table of “Just Do It.”

To me, that phrase is sure of itself, confident, full of pride and grit. It says you have to do something, so why not simply do “it,” whatever you feel the “it” represents in the world of sports. It’s about conquering your fears, whereas “Why Do It” is softer and invites you to sit and think about your fears, turning the pursuit of sports and athletics into something more akin to a therapy session. There is nothing wrong with talking about your feelings, but in sports you have to make quick decisions – it’s about overcoming adversity and rising to the occasion. 

Now, I am a proud card-carrying member of Gen X, so it must be said that we like to just get stuff done.

It also should be said that Nike needs to do something. They have not been doing as well in recent years. They have failed to connect with this generation and have opened the door for so many brands to get in and take a foothold. But my prediction is they will be back to just “doing it” within a year. The “Why” campaign feels more condescending than confident. More placating than prideful.

This generation doesn’t seem to respond to overtures from old people asking them “Why not do something” when they simply want to follow their own path. They seek out information and insights on their own time, and they need to be given the room to do so. You can’t sit them down and scold them into supporting your brand. You just need to present a good experience, and they will find you of their own accord.

A great tagline can endure over time: BMW, “The Ultimate Driving Machine;” Mastercard, “Priceless;” De Beers, “A Diamond is Forever;” M&M’s, “Melts in your mouth, not in your hands."

Iconic catchphrases and taglines are generational because they speak to everyone in different ways, but they still convey a simple message. I hope Nike realizes that sooner rather than later.