Nike just took a swing at one of the most iconic slogans in history - flipping Just Do It into a new challenge: Why Do It?  For those of us who grew up with Michael Jordan and Air Jordans, it feels almost untouchable. But maybe that’s the point - it wasn’t made for us.

In this episode of Rethink Association, Maneesha sits down with Sharon and Adam to debate whether Nike just messed with perfection or made a smart play for Gen Z and Gen Alpha. From nostalgia marketing to sneaker culture, and from purpose-driven messaging to what associations can learn about reaching younger audiences, this conversation asks a bigger question: what are we willing to let go of to stay relevant?