Tyler The Creator Fronts Nike’s New “Why Do It?” Advertising Campaign

Tyler The Creator has recently applied his influence to a legendary catchphrase. The Odd Future musician narrates Nike’s new “Why Do It?” campaign, a tribute to its iconic original slogan.

On 4 September, Thursday, the brand launched a new campaign that it hopes will reintroduce its famous “Just Do It” slogan to a new generation of athletes and fans. This is designed to engage young athletes with “Why Do It?” which taps into their motivations.

“‘Just Do It’ isn’t merely a slogan – it’s a spirit that resides in the very heartbeat of every sport,” Nicole Graham, Nike’s executive vice president and chief marketing officer, stated in a press release. Collectively, we have the capacity to motivate, bring people together, and surpass our perceived limits. We’re sparking a new generation with ‘Why Do It?,’ encouraging them to take a courageous step forward, trust in their abilities, and discover their full potential when they start.

The “Just Do It” campaign was first introduced in 1998. In 2025, the distinct voice of Tyler, the Creator features in a new Nike commercial, which the company refers to as a “film,” that is characterised by intense melodrama. What’s the point of doing it? The DON’T TAP THE GLASS rapper begins the clip by saying “Why would you make it harder on yourself?”. Should we take a risk? What’s the point of placing it on the line?

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As he speaks, several well-known athletes sponsored by Nike such as tennis player Carlos Alcaraz, NFL running back Saquon Barkley, WNBA star Caitlin Clark, and future NBA Hall of Famer LeBron James are seen in their competitive environment. The approximately one-minute-long ad concludes with Tyler saying, “But my question is: What if you don’t?,” before quickly cutting to a red “Just Do It” graphic on the screen.

Tyler has been working with Converse on designing sneakers that complement his GOLF le FLEUR* apparel line since 2016. If you’re curious about whether he’s abandoned the company, it’s worth noting that Nike acquired Converse back in 2003, thus keeping it within their group.

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