Nike’s New Slogan Draws Boos, Bravos

Nike, which has been shaking up its executive ranks over the past year or so in an effort to re-energize its sales, has now decided to reintroduce its famed “Just Do It” slogan 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 reframes greatness as a choice, not an outcome — handing ‘Just Do It’ to today’s generation and emboldening them to write the next chapter,” the famed shoe/apparel brand said in a news release.

Let the debate begin.

Michael Gonda, Nike’s Global Communications & Corporate Affairs Leader touted the new campaign in a post on LinkedIn. The reaction there was decidedly mixed. Here’s a sampling of sentiments by LinkedIn users on the new slogan, both pro and con:

• “Nike’s response is a shrewd tactical move. Instead of a demanding, almost aggressive call to action like ‘Just Do It,’ the new campaign uses an empathetic approach, reframing motivation from a simple rally cry into an individualized search for purpose.”
• “It doesn’t even make any sense. How about this… don’t fix what’s not broken. Didn’t they see what happened to Cracker Barrel?”
• “Power and purpose wrapped in vulnerability. Bravo!”
• “Wow, what a turnaround a few decades bring! The ‘Just Do It’ recognized strict discipline as the driving force behind keeping yourself fit. Now we’ve got ‘Why Bother?’ Oops! ‘Why Do It?’ which is a big step back from where we were 40 years ago. The trend has gone from ‘of course you need exercise, now be consistent’ to wheedling: ‘get off the couch and go outside — do something!'”

What do you think? Click the comment button below to leave your thoughts.