Nike is reintroducing “Just Do It” to a new generation with the launch of its latest campaign, “Why Do It?”
Designed to connect with young athletes where they are, the campaign from Wieden+Kennedy Portland reframes greatness as a choice, not an outcome–handing “Just Do It” to today’s generation and emboldening them to write the next chapter.
Voiced by Tyler, the Creator and helmed by Iconoclast directors Vania & Muggia, this anthem film features a vivid tapestry of athletes, capturing the rhythm of modern ambition: movement shaped by passion, competition reimagined as collaboration and the courage to show up authentically in every moment.
By honoring the past and celebrating today’s untamed spirit, “Why Do It?” empowers young athletes to become part of a legacy–one written by those who answer the call, choose to begin and never stop moving forward.
“‘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,” said Nicole Graham, Nike EVP and chief marketing officer. “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.”
Why risk it? Because you can.
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Credits
Client Nike Agency W+K Portland Caleb Jenson, Blair Warren, executive creative directors; Guilherme Souza, copywriter; Naoki Ga, art director; Orlee Tatarka, head of production; Kerli Teo, global executive producer; Mauricio Granado, executive producer; Krystle Mortimore, executive art producer; Chelsea Gold, sr. art producer. Production Company Iconoclast Vania & Muggia, directors; Charles-Marie Anthonioz, managing director; Caroline Pham, exec producer; Joanna Nelson, head of production; Julie Sawyer, producer; Jared Plotkin, production supervisor; Camille Cotteverte, production coordinator; Pat Scola, DP; Cris Araujo, costume designer. Sports Coordination Sports on Screen Duray Thirdgill, Hayden Hall, sports coordinators-basketball. Production-Barcelona Iconoclast Spain, service production company. Lucas Cuevas Stollery, 1st AD; Laura Sabat, production designer. Production LA Michael Saffie, 1st AD; Dylan Kahn, production designer; Mike Fisher, sports coordinator. Editorial Lost Planet Hank Corwin, editor; Bruce Herrman, extensions editor; Doug Yablun, Zachary Harrison, assistant editors; Gary Ward, post exec producer; Aimee Hinkley, sr. post producer. VFX Electric Theatre Collective Dean Robbinson, creative director; Thiago Dantas, 2D lead; Giles Cheetham, shoot supervisor; Beck Selmes, 3D lead; Harry McCusker-Bland, Hendrik Freuer, Joseph Dowling, Tom Harrison, Sergio Morales Paz, Alberto Scotti, Igor Velichko, Matty Jennings, Gareth Bell, 3D artists; Jiyoung Lee, DMP artist; Victoria Lovejoy, exec producer; Sydney Levy, producer. Color Electric Colour Jason Wallis, sr. colorist; Alex Carswell, producer; Oliver Whitworth, head of production. Finishing/Delivery JOINT Justin Rhee, producer; Brandon Marx, production coordinator; Brandon Sanders, Flame artist. Licensed Music Zbigniew Preisner, artist. Track Name Song for the Unification of Europe – Julie’s version. Sound Design & Mix Field Day Sound Noah Woodburn, sound designer/mixer; Morgan Johnson, sound designer; Leslie Carthy, exec producer. Research & Clearance Curious Research & Clearance Chris Lutz, CEO & exec producer; Griffen Eckstein, research producer.
In 2025, our content feeds have become an AI-generated, algorithm-fueled hall of mirrors. Consumers are left squinting for something they can confidently know is real.
This relatable cultural tension lies at the heart of “Real, For Real,” a new fully integrated 360-campaign created by Goodby Silverstein & Partners and BMW for the BMW Certified program.
A trio of comedic TV spots (Spot 1, 2, 3) opens with bizarre-yet-believable, AI-generated moments--including this one with a skateboarding pigeon. The shocking, mesmerizing, almost real scene then pivots to its core message: “In a world where it’s hard to tell what’s genuine, it’s good to know a BMW Certified vehicle is real. For real.”
A Certified BMW is truly tested, inspected, and backed by a warranty and most importantly, the real deal in a sea of things you can’t really trust.
“We used AI to prove a point,” said Rich Silverstein, co-founder, GS&P. “There’s something powerful about showing how fake the world’s gotten--then contrasting that with something you can actually trust.”
Campaign spots were directed by Win Bates via production company Tool.
