Monday Security Memo

Intellectual Firepower for Professionals

Nike's New Slogan is Concerning

“The cowards never started. The weak died along the way. That leaves just us.”

- Phil Knight, Co-Founder of Nike

Dear A,

On Friday, my wife sent me a text saying that athletic apparel giant Nike was changing its slogan after forty years from “Just Do It” to “Why Do It.”

At first, I honestly thought it was a joke headline, something you’d see in The Onion or another satirical publication.  But when I went to Nike’s website, I saw it was true. Their press release proudly rolled out the new campaign, clearly aimed at Generation Z, which read in part:

“Designed to meet 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 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, it 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.”

Now, maybe this is just the Gen X in me talking, but I couldn’t help but wince.  Do young people really need a global campaign reminding them that it’s okay just to try?  In my day, no one had to tell us to get up, dust ourselves off, and get back after it.  That was simply life.  Competition wasn’t something to be feared - it was baked into everything.  You tried, you failed, you learned, you worked harder, and you tried again.  And that cycle repeated itself until you got better. 

And, here's something else... you sometimes got defeated in competition (occasionally it might be a good ass whooping).  You got embarrassed and humbled.  It forced you to go home, lick your wounds, and 24-hours later (or sooner) you stopped feeling sorry for yourself and got back into the fight.  

These lessons weren’t optional.  They were instinctual.  They were the foundation of growing up.  Because if you didn’t learn how to handle losing, you’d never truly know how to win.  That is how life works... at least in the real world.  

This original Bill Bowerman quote, or Phil Knight's mantra about "that leaves just us," would have made much better slogans than "Why Do It."

So, when I read slogans like “Why Do It,” I can’t help but shake my head. What’s the alternative? Spending your youth glued to video games, binge-watching Netflix, or scrolling endlessly through social media, comparing yourself to filtered images of other people’s lives? That isn’t living... that’s hiding.

Digging deeper, it turns out that Nike lost 44% in profits from the year before. Considering that Generation Z is currently spending more disposable income than any other age group (rather than saving for a house, retirement, or family), it makes financial sense for Nike to pander to their "please coddle me" mentality. I'm sure that Bill Bowerman, the famous Nike co-founder, who was also the savage running coach at Oregon, is no doubt spinning in his grave.

Here's a potential alternative campaign slogan for Nike: "Just give us your money and we will tell you its OK to 'do you'...no matter how lazy, out-of-shape, noncompetitive, and self-pitying you might be... all 'poor me' attitudes are welcomed here."

Life is not about waiting until you’re comfortable enough to start. It’s about stepping onto the field, taking your lumps, and building resilience along the way. That’s where confidence is forged - not in slogans, but in sweat.

Stay safe and vigilant!

Luke Bencie