One of the biggest US-based sportswear brands, Nike, launched its ‘Just Do It’ campaign nearly four decades ago. Since then, it has not only become its identity but also one of the most popular marketing strategies in advertising history. Still featured on products, merchandise, billboards, and more, ‘Just Do It’ has been one of the most recognisable slogans for an American business.
To take a modern spin on things, Nike gave a Gen Z twist to its marketing strategy and launched the ‘Why Do It’ campaign to resonate with young athletes. Borrowing from the generation’s tendency to question tradition, experts worry whether this might be the right move for the brand. On one hand, they are embracing changing modern trends, but on the other, experts think this tarnishes their age-old and timeless branding of the ‘Just Do It’ campaign.
What is Nike’s ‘Why Do It’ campaign?
On Thursday, the athletic-wear giant “reintroduced” the timeless campaign for “today’s generation.” It also aims to “connect with young athletes where they are,” according to Nike, and “reframes greatness as a choice, not an outcome.”
Launched via a 60-second ad, it featured several international sports stars such as the Spaniard tennis champ, Carlos Alcaraz, Philadelphia Eagles running back Saquon Barkley, WNBA star Caitlin Clark, and NBA icon LeBron James.
With ‘Why do it?’ Nike attempts to ignite “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,” revealed Nicole Graham, EVP and chief marketing officer, in a statement.
Experts question Nike
While some experts said that Nike “nailed it,” with their campaign for a generation that questions everything, the shift was certainly noticed by the industry. Getting reviews, it was called both “bold” but “not extreme” in the same opinion.
Katya Varbanova, brand marketing expert and CEO of Viral Marketing Stars, remarked that it was likely an internal and data-driven decision, as per a Fortune report. She noted that Nike’s rebrand moves ahead of the “hero archetype” image and heads towards the “explorer archetype”, with the “Why Do It” tagline. Commenting on the campaign, Varbanova remarked that it was “bold enough that it will create conversations without destroying the brand.”
On the other hand, Oana Leonte, founder of global brand strategy company Unmtchd took to social media to call Nike’s campaign “culturally aligned”, while praising its freshness. A bold move for the brand to move away from one of its most valuable brand assets, it has been seen as more of a realignment than a shift.
“When you’ve got an asset that transcends campaigns, generations, and even entire industries … you don’t dilute it. You protect it,” Leonte noted in the LinkedIn post. Commenting on the need to stay relevant with Gen Z, Varbanova remarked that Nike has a fear of failure. Changing gears early on would “bring more brand equity in the long run with the right people,” she said.
Growing spending power of Gen Z
As per a McKinsey report, Gen Z is projected to not only be the largest but also the wealthiest generation in history. In the United States, the average household income of a Gen Z individual is nearly 50% higher than an older person in the same income tax bracket.
It is not an increase in employment or compensation packages; Gen Z believes in new money and prioritizing spending and keeping their needs first, as per the report. They are more willing than older consumers to splurge and take on debt, it noted.
At the same time, Gen Z already accounts for 46% of consumer spending, estimated at $860 billion a year, according to a study from BCG. Their tech-savvy tendencies not only affect their lifestyle but also their financial tendencies. At the same time, a survey found that 75% of the generation is likely to favour ethical brands.
And thus, Nike, a not traditionally ethical brand, changing their entire brand image to cater to a generation that is likely to favour other homegrown brands over theirs is a marketing lesson for the classroom.