–Why Nike’s 47-year-old slogan “just do it”, which stemmed from a double murderer, is clearly unsustainable
Opinion By Mathew Carr
When I first published this story, I was unaware that Nike never put itself in a position where it needed to give permission to men wanting to join a race aimed at women …who quite rightly want to be able to run after dark without being targeted for robbery or rape.
The point I’m making with my headline is still intact.
It’s time for Nike to drop its slogan “Just do it”.
While Nike can’t be blamed for all the world’s ills, the philosophy / psychiatrics behind “Just do it” is recklessness.
Do something without thinking.
Kill the climate, Gaza babies and most of the animals and ocean PH.
Promote crypto.
Fail to prosecute rape.
Lie to the people for 80 years.
Just do it.
Really?
“Just do it” isn’t an appropriate slogan for a major corporation in the middle of 2025, amid such bad behavior by politicians, billionaires, media bosses, the 0.1% generally.
Nike’s “Just Do It” slogan was inspired by the last words of convicted double murderer Gary Gilmore, who said “Let’s do it” before his 1977 execution by firing squad. Advertising executive Dan Wieden of the Wieden+Kennedy agency was inspired by this phrase, modifying it slightly to the now-iconic slogan for a Nike campaign in 1988. (Google + others)
I now suggest a 2025-ready slogan for Nike (free of marketing-strategist fees): “Think about the future, before doing it”
Nike may be ahead of me here with its ….”Why do it?” slogan from earlier this year…tho I don’t believe Nike has — the humans in charge of it — admitted “just do it” was a mistake. They now should. (see notes)
Notes: ChatGPT unchecked
Good question. There have been recent signals that Nike is reconsidering how they use their iconic slogan Just Do It — but they haven’t exactly “dropped” it. Here’s where things stand now based on the latest public-information:
✅ What is happening
In 2025, Nike launched a new global campaign titled Why Do It? — which reframes the traditional “Just Do It” as a question rather than a command. In this initiative, Nike aims to connect with younger athletes by shifting the focus toward purpose, motivation, and choice. Nike describes this not as an abandonment of “Just Do It”, but rather “reintroducing” it for a new generation — handing the slogan to today’s youth in a way meant to feel authentic to their mindset.
⚠️ Why some people interpret this as “dropping”
The shift to “Why Do It?” has drawn criticism: some branding experts argue that altering one of the most recognizable slogans in marketing history risks diluting one of Nike’s greatest brand assets. For many consumers, the new campaign feels like a departure from the old mantra — so in public perception, “Just Do It” may seem sidelined even if Nike hasn’t formally retired it.
📌 What Nike has said
According to Nike’s own press release, “Just Do It” remains central — the new campaign is framed as a reinterpretation or “reintroduction” for a changing audience, not a replacement. Nike’s leadership seems to view this move as part of a broader change: as the company refocuses on sport and aims to speak to younger, more questioning consumers.
🎯 My take: It’s more of an evolution than a cancellation
Yes — Nike has reconsidered how it deploys “Just Do It”. Rather than simply using it as a bold directive, the company now often frames it through a more reflective lens, via “Why Do It?”. That’s less about scrapping the old slogan permanently and more about reinterpreting it for a new generation.
https://chatgpt.com/s/t_692c3a7662348191a85b951a477614c9
[…] I wonder if … when men asked to join the women’s race, Nike said “just do it”? Time for Nike… […]