从 “Just Do It” 到 “Why Do It?”：耐克的新口号是对话 Z 世代还是稀释经典？

Core Perspective - Nike is shifting its iconic slogan from "Just Do It" to "Why Do It?" to engage with Generation Z, emphasizing intentionality and purpose in actions rather than passive compliance [1][3][7] Group 1: Brand Strategy - The new slogan represents a significant rhetorical shift, aiming to redefine greatness as a choice rather than an inevitable outcome, reflecting a deep understanding of contemporary youth culture [1][4] - The campaign's creative direction focuses on moments of decision-making and the initial steps of athletes, showcasing a diverse range of global sports figures to reinforce the message that "everyone is an athlete" [2][4] - This strategy is part of Nike's broader effort to regain cultural relevance and emotional connection with younger consumers, moving away from a purely transactional approach [4][7] Group 2: Target Audience Insights - The shift targets Generation Z, whose preferences will shape brand vitality over the next decade, as they seek meaningful and valuable reasons behind their choices [3][6] - Nike's Chief Marketing Officer highlighted the pressure this generation faces regarding perfectionism, indicating a need for brands to provide warmth and rationality to encourage action [3][6] Group 3: Potential Controversies - The change has sparked debate over whether it genuinely understands and guides youth or merely panders for attention, with supporters praising its sensitivity to current contexts and critics warning against diluting the brand's core values [3][5] - Concerns exist regarding the potential dilution of the classic slogan's authority and the risk of being perceived as insincere if the new messaging lacks substantial backing [5][6] Group 4: Long-term Strategy - For "Why Do It?" to evolve into a lasting brand asset, Nike must encourage user participation in sharing their own stories, deeply integrate the slogan with products and experiences, and ensure ongoing engagement rather than a one-off campaign [6][7] - The success of this rhetorical experiment hinges on Nike's ability to connect the question of "why" with real user experiences and long-term commitments, thereby enhancing trust and loyalty among consumers [6][7]