Nike recently reintroduced one of the most iconic slogans in advertising history, but with a twist. Its “Why Do It?” campaign flips the legendary “Just Do It” line into a question for a new generation. On the surface, it’s a small shift. In practice, it’s a sharp brand move that signals both cultural awareness and strategic discipline.

Nike is speaking directly to today’s young athletes, who are more likely to wrestle with perfectionism and fear of failure than a lack of drive. Instead of ignoring that hesitation, Nike acknowledges it and reframes the act of starting as the first victory.

Just Do It has always been shorthand for courage and action. But in 2025, the barriers aren’t just physical. They’re mental and emotional, shaped by comparison culture, performance anxiety, and social media pressure. Why Do It? puts the question back in the hands of the athlete. It acknowledges doubt, then issues a challenge: start anyway and define your own reason.

There’s comfort in familiarity. Just Do It evokes nostalgia, safety, and continuity, a reminder of Nike’s role in shaping sports culture for decades. The new twist, Why Do It?, adds energy and empowerment. It invites a new generation to claim ownership, while reassuring older audiences that the core brand DNA hasn’t changed. This is the balance iconic brands must strike: protecting heritage while reframing it for the present.

The campaign isn’t just clever copywriting. It’s part of Nike’s broader “Sport Offense” plan, a reset designed to sharpen focus on sport, rebuild momentum with Gen Z, and strengthen business performance. A strong brand is central to that turnaround. By using its most recognizable asset in a new way, Nike reinforces its mission, “If you have a body, you are an athlete”, while showing shareholders and fans alike that the brand is adapting with intent.

The lesson here extends beyond Nike. Brands that endure don’t abandon their foundations. They adapt their message to the cultural and emotional realities of their audience while holding onto their core promise. This is how equity is protected, relevance is renewed, and growth is fueled.

Nike’s “Why Do It?” proves that even the most established slogans can be reimagined to speak to a new era. The brilliance lies in its restraint. It’s not a rebrand, not a departure, but an evolution that deepens meaning without losing clarity. For marketers, it’s a reminder: heritage is only powerful if it resonates today. The future of your brand may depend on how well you ask and answer your own version of Why Do It?