Tyler, The Creator Narrates NikeS Gen Z-Focused “why Do It?” Campaign
BEAVERTON, OR - September 5, 2024 – Nike has tapped musician Tyler, The creator to voice its new “Why Do It?” campaign, a reimagining of its iconic “just Do It” slogan aimed at resonating with a younger generation of athletes and fans.The advertisement, unveiled Thursday, challenges conventional sports motivation and seeks to redefine the spirit of the legendary tagline for Gen Z.
The campaign arrives as Nike seeks to maintain relevance with a demographic increasingly driven by individual expression and questioning traditional norms. By enlisting Tyler, The creator - a highly influential figure in music and fashion – and featuring a diverse roster of star athletes, Nike hopes to reignite the motivational spark of “Just Do It” for a new era.
“‘Just Do It’ isn’t just a slogan – it’s a spirit that lives in every heartbeat of sport,” stated Nicole graham, Nike’s executive vice president and chief marketing officer, in a press release. “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.”
The approximately one-minute advertisement features Tyler, The Creator questioning the impetus behind athletic pursuits. ”Why do it? Why would you make it harder on yourself?,” he asks in the opening moments.”Why chance it? Why put it on the line?” The voiceover accompanies footage of prominent Nike-sponsored athletes including tennis star Carlos Alcaraz, NFL running back Saquon Barkley, WNBA star Caitlin Clark, and NBA legend LeBron James in action.The ad concludes with Tyler posing a provocative question: “But my question is: what if you don’t?,” followed by a stark red “Just Do It” graphic.
The original “Just Do It” campaign debuted in 1988. Tyler,The Creator’s involvement marks a significant update to the brand’s messaging. While known for his ongoing collaborations with Converse – acquired by nike in 2003 – through his GOLF le FLEUR* brand as 2016, this partnership represents a direct engagement with the Nike brand itself.
