How sportswear’s biggest brands are shifting to emotion

Many are talking about Nike’s “Why Do It?” But there’s a deeper philosophical pivot happening in how the world’s biggest sports brands think about growth. Nike is following in the footsteps of adidas and Puma in that sense.

For decades, success in sportswear meant glorifying winning: the sweat, the speed, the grind. adidas, PUMA, and now Nike have all reframed what winning means.

Adidas moved from “Impossible Is Nothing” to “You Got This.” PUMA shifted from “Forever. Faster.” and “See the Game Like We Do” to “Go Wild.” And Nike turned “Just Do It” into “Why Do It.”

Each brand has evolved beyond performance to prioritise emotion, inclusion, and identity, mirroring the values of a generation (Z) that plays for joy, self-expression, and well-being rather than medals alone.

Adidas “You Got This”

Adidas has moved from competition to encouragement. It celebrates community, sustainability, and small wins, confidence over conquest. “You Got This” positions adidas as the supportive workout buddy rather than the coach shouting from the sidelines. This approach connects with a generation that values progress over perfection and optimism over pressure.

Puma “Go Wild”

PUMA injects joy and inclusivity. It’s not about being the best athlete; it’s about feeling alive. Culture, creativity, and playfulness define the brand’s tone. From collaborations with Rihanna and BTS to bold lifestyle drops that blur the line between sport and street. Where Nike challenges and adidas uplifts, PUMA invites everyone to play.

Nike “Why Do It?”

Nike’s newest campaign focuses on introspection and mental resilience. Greatness is positioned as a choice, not a status. It acknowledges vulnerability and appeals to Gen Z’s search for authenticity and self-definition. The shift is not a rejection of “Just Do It” but a clever (temporary) refresh of one of the most iconic slogans in marketing history, designed to reignite relevance, curiosity, and cultural conversation.

What They Have in Common

Across all three, clear patterns emerge:

• The goal to reach a younger audience: GenZ.
• Emotional connection over performance: Sport as self-expression and self-care.
• Inclusivity as growth lever: Everyday athletes > elite archetypes.

The Learning for Brands

Even outside the sportswear industry, the learning is relevant:

• Question your relevance before the market does.
• Inclusivity wins attention.
• Being part of what people care about beats shouting louder.

adidas, PUMA, and Nike realised that in today’s world, performance alone doesn’t inspire — emotion does.

What about your brand? Are you still selling performance — or creating emotion?