Tyler, the Creator Narrates New “Why Do It?” Nike Campaign
Nike’s Just Do It slogan has been a hallmark of the brand since 1988, pushing athletes and sneakerheads of all kinds to attack the challenges in front of them and camp outside sneaker stores overnight. The iconic tagline has become one of advertising’s most storied successes, but after four decades, even the best lines need a refresher.
The latest ad campaign from Beaverton takes the Just Do It mentality and flips it for a new generation, asking Why Do It? In a new 60-second ad spot that dropped on the first day of the NFL season, Converse ambassador Tyler, the Creator narrates while a series of top-tier Nike athletes put in work in their respective sports, using a little reverse psychology to reinforce the Just Do It ethos.
“You could give everything you have and still lose,” Tyler says. “But my question is… what if you don’t?”
Nike brought out their best for the new ad, spotlighting LeBron James, Caitlin Clark, Saquon Barkley, Carlos Alcaraz, Vini Jr., Rayssa Leal, and more.
“You won’t make every shot and you won't win every game,” Clark said. “But every time you step on the court and compete, you have a chance to be great.”
Just Do It has resonated for so long because of its clear, simple, action-obsessed energy, but the Why Do It? campaign flips the message with a bit of introspection.
So…why do you do it?
Zach Harris is a writer based in Philadelphia. His work has appeared in Rolling Stone, Vice, Complex, High Times, and more. He is obsessed with skateboarding and bowling. He is still looking for his first 300. zach.h@soleretriever.com
