Nike posed the question: “Why do it?”
Jordan Brand offers an answer.
A Shift in Branding
In September 2025, Nike announced a departure from its iconic slogan, Just Do It, with a new campaign: Why Do It?
And it makes sense for this generation.
“Just do it” isn’t always enough when people are paralyzed by fear of failure. It doesn’t help when you’re afraid you won’t catch the pass, make the shot, beat your time, or stick the landing.
Today’s culture isn’t short on opportunities, but it’s too often short on courage. Which means the hurdle we face is not whether we can act, but why we should.
Enter Jordan Brand: Coaching the Answer
That’s where Jordan Brand steps in. It feels almost like they’re coaching us through Nike’s new question.
And they do it in two distinct ways:
1️⃣ Looking Back — Nostalgia
This year’s anniversary releases—the Air Jordan 12 “Taxi” and the Air Jordan 1 Element Low—are more than sneakers. They’re reminders.
They take us back to our first pair of Jordans, to the first time we saw MJ take flight. They remind us of the heroes, the victories, the “did you see that?!” moments.
And, perhaps, they inspire something deeper: a desire to chase victory in our own arenas.
In this way, Jordan Brand answers Nike’s question by saying:
✨ Do it because the past speaks to your present. Do it because our roots inspire your reach.
2️⃣ Looking Ahead — Growth
Then there’s Jayson Tatum’s fourth signature shoe. This isn’t nostalgia. It’s evolution.
It’s about turning setbacks into steps forward. It’s about refusing to stay the same. It’s about carving out a future that looks different—and better—than the past.
The Tatum 4 is designed to remind us that growth is not optional. That progress requires risk. That doing it is how you become who you’re meant to be.
Here, Jordan Brand answers Nike’s question again:
✨ Do it because growth matters. Do it because who you’ll be tomorrow depends on what you choose to do today.
The Branding Lesson
This is what powerful branding looks like:
👉 The master brand frames the story with a provocative question.
👉 The sub-brand lives out the answers in ways that connect to both memory and aspiration.
Nostalgia inspires us. Growth propels us.
That’s not just marketing—it’s storytelling.
A Challenge for Leaders
And it’s not just a lesson for sneakers. It’s a lesson for leaders, businesses, and anyone building a personal brand.
👉 How are you inspiring your people?
👉 How are you showing them a vision of growth?
👉 And most importantly… are you connected to the deeper why that makes it worth doing at all?
Because in branding, as in life, nostalgia points a path forward, and growth keeps us moving.
Action
Nike posed the question: Why do it?
Jordan Brand is showing us how to answer.
Now it’s your turn.
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#Branding #Leadership #Growth #Nike #Jordan