Nike has rolled out a new campaign, ‘Why Do It?’, reframing its iconic tagline ‘Just Do It’ for a new generation. The global film, featuring Indian cricketer Shreyas Iyer alongside a diverse roster of global athletes, shifts the narrative from greatness as an outcome to greatness as a choice, handing the baton to today’s youth to write the next chapter.

The cinematic anthem brings together athletes across sports and stages of their careers. Apart from the Indian cricketer, it includes: Carlos Alcaraz (Spain, tennis), Saquon Barkley (U.S., American football), Caitlin Clark (U.S., basketball), Tara Davis-Woodhall (U.S., track and field), LeBron James (U.S., basketball), Rayssa Leal (Brazil, skate), Scottie Scheffler (U.S., golf), Vini Jr. (Brazil, global football), Hunter Woodhall (U.S., track and field), and Qinwen Zheng (China, tennis).

The campaign underscores that what unites these sportspersons is not trophies or milestones, but the decision to keep going, especially when quitting feels easier. ‘Why Do It?’ also stands as a recommitment to Nike’s founding belief that when one shows up and tries, anything is possible. It seeks to serve as a reminder to athletes across all backgrounds and disciplines that trying still counts, and failing is part of the process.

What we think about it: The pivot from ‘Just Do It’ to ‘Why Do It’ acknowledges the reality for today’s youth - that action isn’t the default, but a decision weighed against uncertainty. Despite leaning on familiar Nike ad tropes, the film effectively captures that tension aided by cinematic scale and a credible cast of athletes.

Nicole Graham, EVP and chief marketing officer, Nike, said, “‘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. 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.”