By Brittaney Kiefer

Copyright adweek

Nike’s “Just Do It” is one of the most iconic marketing taglines of all time. Recently, the brand made waves by subverting it, turning its famous slogan into a question: “Why Do It?”

The “Why Do It?” campaign has a specific target audience: Gen Z. While older generations grew up with Nike’s 37-year-old tagline, watching ads with legendary athletes like Michael Jordan and Serena Williams, younger people may not understand the power and resonance of “Just Do It” in the same way.

Gen Z have been called the “anxious generation,” with some afraid to try at all, according to Nike chief marketing officer Nicole Graham. Nike’s new ad shows athletes in the moment of risk, when they choose to take that first step toward greatness.

The campaign comes in the middle of Nike’s business transformation, as the brand tries to regain its cultural relevance and creative edge. To reclaim its place at the top, Nike has to answer “Why Do It?” for a new generation of fans.

In this episode of Adspeak, ADWEEK creativity editor Brittaney Kiefer and executive editor Alison Weissbrot unpack what’s behind Nike’s big move, how it’s racing to win over Gen Z, and whether a brand slogan still holds power in today’s marketing landscape.

Listen to Adspeak below.