Nearly forty years after launching one of the strongest slogans in the world and building mythology around the athletes who starred in its campaigns, Nike is making a one-word change that alters the meaning of its message.

Instead of "Just Do It," it is launching a campaign for the younger generation under the slogan "Why Do It?"

According to the sportswear giant, the campaign redefines greatness as a choice rather than a result, transferring the spirit of "Just Do It" to today’s generation and encouraging them to write the next chapter of their success.

The company added that when it launched "Just Do It" in 1988, it was not merely a slogan—it was a call to action.

A challenge to begin, to try, to move forward even when it is hard.

Now comes the next stage.

“‘Just Do It’ is not just a slogan—it is a spirit that lives in every heartbeat of sport.

It is the belief that together, we can reach, unite, and elevate ourselves beyond what we thought possible,” said Nicole Graham, Vice President of Marketing.

“With ‘Why Do It?,’ we ignite that spark for a new generation, challenging them to step forward with courage, trust their potential, and discover the greatness that appears the moment they decide to begin.”

In the campaign, which features many young athletes, appears the U.S. Open champion, the Spaniard Carlos Alcaraz, who says: “Tennis teaches you quickly that you cannot control everything, but you can always choose to fight for the next point.

Sport is that courage to keep going, to stay fearless, and to believe in yourself no matter the pressure or the moment.”

“You will not make every shot or win every game,” says women’s basketball star Caitlin Clark.

“But every time you step on the court and compete, you have the opportunity to be great.”

The advertisement includes athletes from various sports such as basketball, football, baseball, soccer, tennis, diving, and racing.

“The whole idea of ‘Why Do It?’ is about taking the first step and simply doing it,” Graham said.

“We wanted to give voice to those doubts, but to provide a very clear answer: do it and see what happens.”

Since Nike introduced "Just Do It" in 1988, it has become one of the most famous slogans of all time.

“Those are three words that are very dear to us,” Graham said.

“The words have taken on different meanings depending on what was happening in culture.”

In recent years, Nike has faced slow sales and a decline in brand value, while struggling against established rivals like Adidas and emerging brands like On and Hoka that attract Generation Z.

Over the past eighteen months, Nike has begun a marketing transformation to restore its relevance.

As part of this renewal, Nike reorganized its business arms according to sports disciplines instead of the categories of men, women, and children.

Its latest marketing has focused on specific sports communities, major live sports moments such as the Olympics and the Super Bowl, and athlete-centered storytelling.