Tyler, The Creator Narrates Nike’s New "Why Do It" Campaign

Tyler, The Creator is the new voice of Nike. At least, the Grammy winner is the voice of Nike’s newest ad campaign. The iconic sports apparel is tweaking its famous “Just Do It” slogan after almost 40 years, introducing a new “Why Do It” push aimed at Gen Z. 

The new campaign’s marquee ad features Tyler’s narration and superstar athletes like LeBron James and Caitlin Clark, Philadelphia Eagles’ Saquon Barkley, Real Madrid and Brazil soccer star Vini Jr., skateboarder Rayssa Leal, and more.

Tyler’s voiceover asks: “Why do it? Why would you make it harder on yourself? Why chance it? Why put it on the line? With so much at stake. With so much room to fail. Why risk it? Why would you dare? Seriously, why?! You could give everything you have and still lose. But my question is, what if you don’t?”

Nike chief marketing officer Nicole Graham explained why the company is shaking up its famous “Just Do It” slogan after all these years. 

“Those three words mean so much to us, but we can’t just be holier-than-thou about it,” says Graham. “We have to make sure that those three words are resonating with each generation.”

On their website, Nike describes the new push as “designed to meet young athletes where they are, the campaign reframes greatness as a choice, not an outcome — handing “Just Do It" to today’s generation and emboldening them to write the next chapter.”

“‘Just Do It’ isn’t just a slogan — it’s a spirit that lives in every heartbeat of sport. It’s the belief that, together, we can inspire, unite and elevate ourselves beyond what we thought possible,” Graham explains. “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.”