Airline body urges African governments to act on opening market access
‘Strategies don’t move people. Now it is time to make the difficult decisions and execute them,’ senior executive stresses.
MARKETING STRATEGY
As generational expectations and attitudes change, Nike asks ‘Why Do It?’
By our African Marketing Confederation News Team | 2025
Nike issues a challenge to the hesitant generation and emphasises that sometimes the most important choice is to simply begin.
The famous ‘Just Do It’ slogan has been Nike’s rallying cry since 1988. Now, in a sign of changing times and a need to engage with today’s younger audiences in more nuanced way, the brand is slightly reframing its messaging to include an element that asks ‘Why Do It?’.
As part of the new campaign – led by a 60-second hero spot that features slow-motion footage of high-performing athletes at key moments – the voice-over poses the question: “Why do it? Why would you make it harder on yourself? Why chance it? Why put it on the line? … You could give everything you have and still lose…”
It concludes: “… but my question is, what if you don’t?” The advertisement then cuts to a full-frame, more traditional, ‘Just Do It’ image.
Photo: Nike
Comments the marketing industry publication Marketing Dive: “Why Do It? is intended to engage with and encourage young athletes in a climate marked by socio-political contention and economic pressure. The campaign comes as Nike works to realign its brand around sports and sports culture.
“The film’s striking message speaks directly to today’s athletes, who are growing up in a world where trying, and failing, can feel daunting; where taking a leap feels harder than ever; and where the temptation to quit is louder than any reason to keep going.
“Against this backdrop, the film stands as a challenge to the hesitant generation: Greatness isn’t handed out, it’s chosen – and sometimes the most important choice is to simply begin.”
Nike explains the new brand strategy
Nicole Graham, Nike’s Executive Vice President and Chief Marketing Officer, explains in a media statement: “With ‘Why Do It?’ we’re igniting 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.”
Nike’s press release adds to Graham’s explanation: “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 campaign reminds athletes across all backgrounds and disciplines that trying still counts, and failing is part of the process.”
Campaign features global sports stars
The latest campaign features nearly a dozen global sports stars, including Carlos Alcaraz (Spain, tennis), Vini Jr (Brazil, soccer), Tara Davis-Woodhall (USA, track & field), and Shreyas Iyer (India, cricket).
It will roll out worldwide in a variety of formats, with social amplification by brand and athlete handles across multiple platforms.
Says Alcaraz: “Tennis teaches you quickly that you can’t control everything, but you can always choose to fight for that next point. Sport is about that courage to keep going, to stay fearless and to believe in yourself no matter the pressure or the moment.”
You can watch the 60-second hero spot on YouTube here.
Uganda Tourism Board partners with major European ice hockey league
UTB says its ambition is to turn the visibility into interest, bookings and more visitors choosing to explore Uganda.
Researchers explain why 10-second micro ads outperform longer spots
Short ads shown on TV increased website visits within five minutes of airing by 10-40% compared with longer advertisements.
Competition continues to grow in the Moroccan supermarket sector
Supeco’s rapid expansion shows how the discount model is becoming a bigger part of grocery retail in the North African country.
Study identifies harmful paradox behind well-meaning green efforts
Consumers reward visible eco-friendly additions such as reusable bottles, but give little credit to businesses that reduce or remove products.
President Mahama commissions expanded evaporated milk facility in Ghana
Nestlé believes Ghana will continue to play a leading role in the future of Central and West Africa.
Momentum beginning to build for 2027 ACCS gathering in Addis Ababa
Ethiopia’s marketers gather to celebrate hosting next year’s conference – but with an eye on the hard work ahead.
PwC report examines the future of African entertainment and media
Tech is creating more ways for audiences to connect, but lasting value will come from understanding the people behind those connections.
Unilever investment expands its Vaseline production capacity in Africa
The new production line at the historic Maydon Wharf facility in Durban will address growing international demand.
World MICE Awards in Jamaica honour best African and global achievers
Tanzania, Kenya, Zimbabwe, Ethiopia and South Africa all feature in the African meetings, incentives, conferences and exhibitions awards.
AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.