With a cast including Qinwen Zheng, Vini Jr. and Carlos Alcaraz, Nike’s new film pulses with the raw energy of athletes who turn every challenge into a choice to keep going.
When Nike first launched ‘Just Do It’ in 1988, it was never just a slogan. It was a dare to lace up, risk failing and keep pushing when it hurts. Almost forty years later, the brand hands that energy to today’s athletes with ‘Why Do It?’, shifting the focus from results to choice, from glory to the simple act of starting. Watch the anthem film here: ‘Why Do It?’.
“‘Just Do It’ is a spirit that beats in every heart of sport,” says Nicole Graham, the brand’s marketing lead, framing this new chapter as a call to step forward with conviction and trust the momentum that begins the second you start.
The film gathers an electric lineup—Carlos Alcaraz, LeBron James, Caitlin Clark, Saquon Barkley, Rayssa Leal, Qinwen Zheng and Vini Jr.—not as distant heroes, but as people who know every setback comes with a choice. Keep going, or walk away. The campaign insists that choosing to continue is what makes the journey real.
For young athletes growing up under relentless visibility, failure can feel definitive. ‘Why Do It?’ argues the opposite: greatness isn’t bestowed but built through countless beginnings. A missed shot, a rough heat, a tough set—each moment becomes a decision point. By pairing legacy with immediacy, Nike honors the lineage of ‘Just Do It’ while tuning its frequency to today’s realities, handing the mic to those writing the next playbook: start where you are, choose why you move, and let the doing redefine you. Just do it—because you chose to.
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