Tyler, the Creator Puts His Own Stamp on ‘Just Do It’ Via Big Questions in New Nike Ad

Tyler, the Creator is putting his stamp on one of the most famous slogans in the world. 

Nike just tapped the rapper and creative to narrate their newest campaign, which reimagines the legendary “Just Do It” tagline. In the 60-second spot, Tyler’s voice cuts through with a string of rhetorical questions. 

“Why do it? Why would you make it harder on yourself? Why chance it? Why put it on the line? “ he asks. “With so much at stake, with so much room to fail, why risk it? Why would you dare? Seriously, why? You could give everything you have and still lose. But my question is,3 what if you don’t?”

Nike first launched “Just Do It” back in 1988, a line that became part of sports and pop culture history. But after nearly four decades, the brand says it’s time to meet young athletes where they are. In a press release, Nike explained the refresh reframes “greatness as a choice, not an outcome.”