Just Do It or Why Do It?

Nike took, arguably, the most famous slogan in advertising history - "Just Do It" - and completely flipped it upside down.

After 37 years of telling people to stop thinking and start moving, Nike's new campaign featuring Tyler, the Creator asks the opposite question: "Why Do It?"

This shouldn’t work right?

You don't mess with something that's worked for nearly four decades.

You don't confuse your core message when your brand is built on action and determination.

You definitely don't encourage people to question themselves when your entire identity is about pushing through doubt.

Or…

…do you?

The original "Just Do It" worked because it was perfectly calibrated for its time.

Simple, direct, action-focused.

It cut through overthinking and analysis paralysis with three words that basically said "stop making excuses and go run."

That built Nike into a global empire because it spoke to people who wanted permission to stop talking and start doing.

But what's brilliant about "Why Do It?" is that it doesn't abandon the core message.

It adds a layer of introspection that acknowledges how people actually think about motivation now.

This generation doesn't follow commands.

They want to understand their own reasoning.

They're skeptical of authority telling them what to do without explanation.

They've been raised to question everything, including their own motivations.

"Why Do It?" meets them where they are psychologically while maintaining Nike's uncompromising brand identity.

Look at the rest of fitness landscape right now:

• Adidas with "You Got This" - supportive and encouraging.

• On Running with "Soft Wins" - celebrating small victories and gentle progress.

Other athletic brands are coming at you as your friendly, understanding gym buddy.

Nike doubled down on being the coach who makes you uncomfortable by asking hard questions.

It's much harder to examine why you're pursuing something and whether your reasons are authentic.

Tyler, the Creator is the perfect messenger for this approach because he embodies someone who's constantly questioning conventional paths while still achieving extraordinary results.

He's built his career on doing things differently, which gives him credibility to ask "Why Do It?" without sounding like he's promoting laziness or inaction.

Let’s not forget that the risk was enormous - confusing loyal customers who've internalised "Just Do It" for decades.

But the payoff is establishing Nike as a brand that evolves with cultural psychology while maintaining its core identity.

Nike respects the audience's intelligence while still pushing them toward action.

And it’s also demonstrated that maybe introspection can be more powerful than exhortation.

Remember, the creator mindset is all you need to grow 🌱

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