The Odd Future rapper’s distinctive voice is heard in an update to Nike’s “Just Do It” campaign.

On Thursday (Sept. 4), the brand unveiled a new campaign that it hopes will reintroduce its famed “Just Do It” motto to a new generation of athletes and fans. It aims to do so with “Why Do It?,” which is designed to tap into the motivations of young athletes.

“‘Just Do It’ isn’t just a slogan — it’s a spirit that lives in every heartbeat of sport,” Nicole Graham, Nike’s executive vice president and chief marketing officer, said in a press statement. “It’s the belief that, together, we can inspire, unite and elevate ourselves beyond what we thought possible. 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.”

The original “Just Do It” campaign debuted in 1998. In 2025, Tyler, the Creator’s distinct voice is heard in the new Nike advertisement, which it calls a “film,” that’s heavy on the melodrama. “Why do it? Why would you make it harder on yourself?,” the DON’T TAP THE GLASS rapper says at the start of the clip. “Why chance it? Why put it on the line?”

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