Nike Revamps Famous Slogan, Aiming at Gen Z with a Thought-Provoking Question: "Why Bother?"

Nike, the renowned sportswear giant, is embarking on a new chapter with the launch of its global campaign titled "Why Do It?" The campaign, which invites the new generation to step forward and begin, is a twist on Nike's iconic tagline "Just Do It."

At the helm of this transformative period is Nicole Graham, Nike's executive vice president and chief marketing officer. The company is organising into "sport-obsessed teams" focused on driving innovation across Nike, Jordan, and Converse.

Amidst this transition, Nike is also grappling with tariff-related pressures, a common challenge for many multinational corporations. Despite these challenges, the company remains committed to its mission, as evidenced by its corporate restructuring and layoffs of approximately 1% of its corporate staff this month.

The campaign is aimed at a fitness and wellness-focused group, particularly the younger generation. This demographic, often criticised for being coddled, is also defined by its anxiety. The campaign encourages courage, trust in one's own potential, and the discovery of greatness.

Nike's Gen Z and women-focused strategy includes a high-profile partnership with Kim Kardashian on NikeSkims, a line of clothing that was originally slated for launch earlier this year but has been pushed back to later this year due to internal production delays.

The campaign's debut includes a cinematic anthem featuring athletes Saquon Barkley, Caitlin Clark, LeBron James, Carlos Alcaraz, Tara Davis-Woodhall, and Qinwen Zheng. Nike also recently introduced Clark as its newest signature athlete.

In addition to this, Nike has expanded its partnership with Spotify to launch "Make Moves," a global project encouraging teenage girls to become active. The company also partnered with Serena Williams on February 1, 2022, to develop a new line of training clothing, shoes, and accessories.

As part of its ongoing commitment to empowering young athletes, Nike unveiled Clark's interlocking "CC" logo, a symbol of the brand's dedication to nurturing the next generation of sporting talents.

Looking ahead, Nike will release its fiscal 2026 first-quarter results on Sept. 30. The company continues to push boundaries and inspire, embodying the spirit of unity, elevation, and inspiration in a new generation.

Nike Revamps Famous Slogan, Aiming at Gen Z with a Thought-Provoking Question: "Why Bother?"