Why I Hate Nike’s New Slogan (But Understand Why They Had To Do It)
I saw it while putting away groceries.
I was at the grocery store last week when I suddenly saw a notification pop up saying that Nike had changed their iconic slogan of more than 3 decades. When I opened it up, I realized that the slogan was "Why do it?"
I immediately screamed and said, "WHYYYYY! Why do it?!"
Understanding the Business Reality Behind Strategic Branding Changes
At the end of the day, I understand that Nike is doing this because their sales are going soft. The market has changed. New players are stepping in. There's more competition. And now they need to reposition their business through strategic branding. They are trying to do their best to speak directly to the Gen Z crowd and be bold about it. They need to understand the Gen Z voice and what their needs are currently.
Nike has been around for so long that there have been generational changes. There have been marketing changes. What people need is changing. There are new players on the market, and they now have to fight a lot harder. It is time for them to make big moves with their brand messaging strategy..
But personally? I hate it.
My Perspective as a Gen Z Parent
Here's my reason why: I am personally a mother of Gen Z kids. I have personally seen how difficult it is and how this generation has anxiety. As a mom, I'm constantly giving them nudges and saying, "Just do it. Don't overthink it. It's okay to fail. I want you to try. I want you to be adventurous. I want you to say yes. I want you to be willing to actually make some big moves."
That is perhaps my generation and how I was raised. But in some ways, Nike changing to this—I feel like in some ways it's coddling that next generation and giving them permission to stand at a fork in the road and not make a decision, asking the question "Why should I take this risk? Why do it?" instead of just going ahead and doing it regardless of how they feel.
Why This Is Actually Necessary Repositioning
Even though I hate it, I'm going to say this is an example of necessary repositioning. A lot of times when your business is no longer working, you need to reevaluate why, and you do need to make some changes. You need to reposition yourself in front of a new audience.
This is exactly what Nike is doing, and that's exactly what positioning is. You need to emotionally connect with their needs. They are trying to make a big move.
Here's what the business publications are saying:
Fast Company frames this positively, calling it smart cultural intelligence. They argue Nike is "turning cringe on its head" and addressing Gen Z's "fear of failure and fear of trying." They see it as Nike understanding that this generation needs permission to be imperfect.
Fortune takes a more skeptical approach, highlighting critics who worry about "messing with one of the most iconic taglines in history." They emphasize the risk of diluting "one of the most valuable brand assets" Nike owns.
Adweek positions it as part of Nike's broader business turnaround, noting their "sluggish sales and declining brand value" and competition from brands like On and Hoka that naturally appeal to Gen Z.
The Generational Divide in Action
What we're witnessing is a masterclass in generational brand repositioning. Nike is attempting to:
•Speak Gen Z's language of questioning and authenticity
• Address their real fears about perfectionism and "cringe culture"
• Maintain brand heritage while adapting to new cultural realities
• Bridge the gap between decisive older generations and hesitant younger ones
The publications all acknowledge this cultural shift. Gen Z doesn't respond to commands the way previous generations did. They want to understand the "why" before they commit to the "what."
My Parental Instincts vs. Marketing Reality
My response to Nike's change is my own parental instincts kicking in. When I see my Gen Z kids hesitating, overthinking, paralyzed by choices, my instinct is to push them forward with a firm "Just do it." I want them to build courage through action, not contemplation.
But Nike's research shows this generation responds differently. They need to feel understood before they feel motivated. They need their fears acknowledged before they can move past them.
The question becomes: Should brands meet people where they are, or challenge them to grow beyond their limitations?
Why I Still Hate It (Even Though I Understand It)
Here's why my parental heart rebels against this campaign:
It validates indecision. When a generation already struggles with analysis paralysis, asking "Why do it?" gives them permission to stay stuck in questioning mode.
It removes the push. Sometimes people need external pressure to overcome internal resistance. "Just Do It" provided that push. "Why Do It?" removes it.
It prioritizes comfort over growth. Meeting Gen Z where they are might make them feel understood, but does it help them become braver?
The Bigger Picture: When Business Needs Clash with Cultural Leadership
This campaign reveals the tension between commercial success and cultural leadership. Nike needs to sell shoes to Gen Z. But do they have a responsibility to challenge this generation's limitations rather than accommodate them?
The publications focus on whether this will work commercially. Fast Company is optimistic, Fortune is cautious, and Adweek treats it as smart business strategy. But none of them ask whether it's good for the generation Nike is trying to reach.
What This Means for the Future
Nike's move signals a broader shift in how brands approach generational marketing. We're moving from brands that challenge audiences to brands that comfort them. From messaging that pushes people past their fears to messaging that validates those fears.
For small businesses watching this unfold, the lesson is clear: understanding your audience's generational mindset is crucial for an effective brand messaging strategy. Whether this creates stronger, more confident young people or enables their existing hesitations remains to be seen.
My Final Take
I hate this campaign because I believe Gen Z needs more encouragement to act, not more permission to question. But I understand why Nike did it—they're a business, and businesses need to connect with their customers emotionally through authentic branding.
The real test isn't whether this campaign sells shoes. The question is whether it helps or hinders a generation that's already struggling with decision-making and confidence.
Time will tell if Nike chose cultural leadership or cultural accommodation.
Feeling Like Your Positioning Isn’t Quite Right?
If you feel like something is not clicking for you and your positioning is off, and all this is too overwhelming, this is exactly why I created the Brand Spark Roadmap.
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