Tyler, the Creator has taken on narrator duties for Nike‘s ad relaunching the “Just Do It” campaign.
The 60-second spot, which will get its first airing Thursday night during the NFL season opener, features the artist’s voice over clips with Nike athletes including LeBron James, Saquon Barkley, Carlos Alcaraz, Caitlin Clark and Vinicius Júnior.
Its messaging ties in with what Tyler emphasized in his recent dance album “Don’t Touch the Glass,” as he noticed a lack of dancing in public because of people being afraid of being filmed and posted to social media. In a direct effort to combat the trend, he banned phones from two listening parties in Los Angeles and New York City.
“You could give everything you have and still lose. But my question is… what if you don’t?” Tyler says in the “Just Do It” spot before the famous tagline originating from 1988 hit the screen.
During a media preview of the commercial Thursday morning, Nike executive vice president and chief marketing officer Nicole Graham said her team had taken note of the recent comments from Tyler, who’s signed to Converse, and thought he’d be perfect for the role.
“‘Just Do It’ isn’t just a slogan — it’s a spirit that lives in every heartbeat of sport. It’s the belief that, together, we can inspire, unite and elevate ourselves beyond what we thought possible,” Graham then said in a press release. “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.”
Nike’s revitalization of “Just Do It” comes under the new leadership of president and chief executive officer Elliott Hill. His “Win Now” initiative to turn around the Swoosh’s revenue slump, announced in the spring, includes a refocus on sports.
Barkley, who will play in tonight’s game after the Philadelphia Eagles raise their Super Bowl banner, said: “Greatness is something you earn with every choice, every workout and every comeback. I’ve had to fight through setbacks, but that’s what makes the journey real and uniquely yours.”
Last week, Nike announced layoffs impacting less than 1 percent of its corporate staff. The reorganization serves as another effort to right the course after the company has last ground to competitors.
Caitlin Clark in a campaign image for Nike’s “Just Do It” relaunch.