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Nike Reimagines ‘Just Do It’ as ‘Why Do It?’ With Tyler, the Creator Voicing New Spot

The campaign targets Gen Z’s cringe culture as part of Elliott Hill’s Win Now effort.

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Carlos alcaraz for nike why do it campaign
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Overview

  • A 60-second film will get its first broadcast airing Thursday night during the NFL season opener.
  • The spot features LeBron James, Caitlin Clark, Saquon Barkley, Carlos Alcaraz, Vinícius Júnior and Rayssa Leal, among other Nike athletes.
  • Tyler, the Creator narrates a script that challenges fear of trying and reframes effort and failure as essential to sport.
  • Nike links the relaunch to a sports-first realignment under new leadership after a roughly 12% drop in 2024 Q4 sales and layoffs affecting about 1% of corporate staff.
  • Tyler’s involvement reflects his stance against social-media surveillance culture, including recent phone-free listening events, while any future collaborations are only speculative at this stage.