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Nike reframes ‘Just Do It’ as ‘Why Do It?’ to engage next-gen athletes

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Dive Brief:

  • Nike is reframing its iconic tagline, “Just Do It,” in a new campaign, “Why Do It?,” per a press release. The campaign was created by longtime agency partners Wieden+Kennedy Portland.
  • The campaign centers on a 60-second hero spot that features slow-motion footage of high-performing athletes at key moments, with voice-over by artist Tyler, the Creator. The effort will roll out globally across live sports, social, streaming, cinema and out-of-home channels.
  • “Why Do It?” is intended to engage with and encourage young athletes in a climate marked by sociopolitical contention and economic pressure. The campaign comes as Nike works to realign its brand around sports and sports culture.

Dive Insight:

“Just Do It” has been Nike’s rallying cry since 1988, a nearly four-decade-long run that could require a slight reframing as the brand works to engage with today’s young athletes. “Why Do It?” uses the familiar tropes of Nike’s advertising — including a focus on global sports stars in moments that seem epic — but tweaks the messaging voiced by multidisciplinary artist Tyler, the Creator. 

“Why do it? Why would you make it harder on yourself? Why chance it? Why put it on the line? … You could give everything you have and still lose… but my question is, what if you don’t?,” Tyler asks in voice-over. The ad then cuts to a full-frame “Just Do It” image and ends with a cackle from the 34-year-old talent. 

The campaign features nearly a dozen global stars, including Carlos Alcaraz, Saquon Barkley, Caitlin Clark, LeBron James and Vini Jr., and will roll out across the globe in a variety of formats with social amplification by brand and athlete handles. 

The messaging of “Why Do It?” takes a slightly different tack from campaigns Nike launched beginning last year, including a gritty Olympics campaign called “Winning Isn’t for Everyone.” The brand in September 2024 took a similar tone around running and returned to the Super Bowl for the first time with its women-focused, award-winning “So Win” ad.

“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,” said Nicole Graham, executive vice president and chief marketing officer, in a statement.

The effort comes as Nike works to realign its brand around sports after the company saw full-year 2024 revenues fall 10% and as it expects a $1 billion impact from tariffs. The company this week announced plans to cut less than 1% of its corporate team as part of a broader shift under CEO Elliott Hill.



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Men’s Volleyball No. 2 In Big West Preseason Poll

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IRVINE, Calif. – The University of Hawai’i men’s volleyball team was picked second in the preseason Big West coaches’ poll while a trio of Rainbow Warriors were named to the seven-member preseason team – setter Tread Rosenthal, outside hitter Adrien Roure, and opposite Kristian Titriyski.
 
UH received 22 total points and trailed preseason favorite Long Beach State (24 points, 4 first-place votes). UC Irvine (21 points) was third followed by a three-way tie for fourth between CSUN (9), UC San Diego (9), and UC Santa Barbara (9).
 
Hawai’i returns five starters — Tread Rosenthal, Adrien Roure, Kristian Titriyski, Justin Todd, and Louis Sakanoko — and 12 lettermen from last year’s squad that finished 27-6 and advanced to the NCAA Championship semifinals. Rosenthal and Roure were AVCA first-team All-Americans while Titriyski was named to the second team.
 
LBSU had two players on the preseason team – Alex Kandev and Skyler Varga – while UCSB (George Bruening) and CSUN (Jalen Phillips) both had one.
 
The Rainbow Warriors, who captured their fourth Big West Championship title last season, were picked No. 2 in the AVCA Preseason Top 20 Coaches poll behind UCLA. Hawai’i garnered seven first place votes, two more than Long Beach State, who was third.
 
2026 Big West Preseason Coaches’ Poll
Rk. Team – Points (1st Place Votes)
1. Long Beach State – 24 (4)
2. Hawai’i – 22 (2)
3. UC Irvine – 17
T4. CSUN – 9
T4. UC San Diego – 9
T4. UC Santa Barbara – 9
 
2026 Big West Preseason Coaches’ Team
George Bruening, R-So., Outside Hitter, UC Santa Barbara, Newport Beach, Calif.
Alex Kandev, So., Outside Hitter, Long Beach State, Sofia, Bulgaria
Jalen Phillips, R-Jr., Opposite Hitter, CSUN, Anaheim, Calif.
Tread Rosenthal, Jr., Setter, Hawai’i, Austin, Texas
Adrien Roure, So, Outside Hitter, Hawai’i, Lyon, France
Kristian Titriyski, So., Opposite Hitter, Hawai’i, Sofia, Bulgaria
Skyler Varga, R-Sr., Opposite Hitter, Long Beach State, Muenster, Saskatchewan
 
 

#HawaiiMVB

 
 



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Phillips Named to Preseason Coaches’ Team, CSUN Picked to Tie for Fourth

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IRVINE, Calif. – Redshirt junior Jalen Phillips was named to the Preseason Coaches’ Team, while CSUN Men’s Volleyball earned nine points to tie for fourth as the 2026 Big West Men’s Volleyball Preseason Coaches’ Poll and preseason awards were announced Monday, Dec. 29.

Phillips earned a nod to the preseason team for the first time, joining George Bruening of UC Santa Barbara, Alex Kandev and Skyler Varga of Long Beach State, along with Tread Rosenthal, Adrien Roure, and Kristian Titriyski of Hawai’i on the Preseason Coaches’ Team.

Phillips, a first-team AVCA All-America and first-team All-Big West selection in 2025, became the first Matador named to the AVCA first-team since Kevin McKniff and Jacek Ratazczak in 2010. He was a three-time Big West Offensive Player of the Week (Jan. 20, Feb. 24, Apr. 14) last season, leading CSUN with a career-high 456 kills, while averaging 4.22 kills per set, which ranked second in the Big West and fourth in the nation. Phillips also finished his sophomore season ranked third in the Big West in points, averaging 4.81 per set, and was 13th in hitting percentage at .293.MVB_Big West Preaseason_26

In the Preseason Poll, the Matadors received nine points from the conference’s head coaches and were predicted to tie for fourth with UC San Diego and UC Santa Barbara, which also received nine points.

Defending national champions Long Beach State earned the top spot in the poll for the second straight season, picking up four first-place votes and 24 total points in the voting. Hawai’i earned the other two first-place votes and 22 total points for second, with UC Irvine earning 17 points for third. With nine points, the trio of the Matadors, Tritons, and Gauchos round out the polling in the vote by the league’s six head coaches.

“I’m sure the Big West will be exactly what we expect it to be; it’s the best volleyball conference in the country,” said head coach Theo Edwards. “All six Big West teams are ranked in the preseason top-20 of the AVCA national poll, so I know the guys on this team will embrace the challenge ahead and are poised to make some noise in the Big West this season.”

As they’ve done 21 times in the last 22 seasons, the Matadors open the season at the annual UCSB Invitational at Robertson Gym. CSUN will meet Maryville University, Harvard, and Kentucky State over the three-day tournament, which runs from Jan. 8-10.

In addition to Phillips, CSUN returns a host of starters in 2026, including outside hitter Joao Avila, middle blockers Joao Favarim and Shane Nhem, and libero Chris Karnezis. The Matadors also welcome a talented group of newcomers in 2026, including redshirt sophomore setter Owen Douphner, who steps in for departed senior All-American Donovan Constable.

 

The Hawaiian Islands presents the 2026 Outrigger Big West Men’s Volleyball Championship at the Bren Events Center on the campus of UC Irvine from April 23-25, 2026. All six conference members will vie for The Big West’s automatic berth into the national postseason bracket. 

#GoMatadors



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Tritons Picked Fourth in Preseason Big West Coaches’ Poll

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LA JOLLA, Calif. — UC San Diego men’s volleyball was picked to finish in a tie for fourth in the 2026 Big West Men’s Volleyball Preseason Coaches’ Poll, the conference announced today.
 
The loaded Big West also sees all six of the conference’s teams ranked in the national AVCA preseason poll. The Tritons are No. 10 nationally.
 
Long Beach State was picked to win The Big West by the conference’s head coaches after winning the national championship last season. UC San Diego’s projected fourth place finish is the same as the Tritons’ actual finish in 2025 after they went 18-12 overall and 3-7 in Big West play.
 
The 2026 Triton men’s volleyball season begins at home on January 6 against Jessup. The team’s Big West opener will also be at home as the Tritons host CSUN on March 3. Season and single game tickets are both on sale now.
 
The Tritons will face each Big West opponent home and away this season with the exception of Hawai’i, who will play in La Jolla twice. The Hawaiian Islands presents the 2026 Outrigger Big West Men’s Volleyball Championship will be April 23-25 on the campus of UC Irvine.
 











2026 Big West Men’s Volleyball Preseason Coaches’ Poll
Rank  Institution  Points 
1.  Long Beach State  24 (4) 
2.  Hawai’i  22 (2) 
3.  UC Irvine  17 
T-4.  UC San Diego 

CSUN 

UC Santa Barbara 

 
About UC San Diego Athletics
After two decades as one of the most successful programs in NCAA Division II, the UC San Diego intercollegiate athletics program has begun a new era as a member of The Big West in NCAA Division I. The 24-sport Tritons earned 30 team and nearly 150 individual national championships during its time in Divisions II and III and helped guide 1,400 scholar-athletes to All-America honors. A total of 83 Tritons have earned Academic All-America honors, while 39 have garnered prestigious NCAA Post Graduate Scholarships. UC San Diego scholar-athletes exemplify the academic ideals of one of the world’s preeminent institutions, graduating at an average rate of 90 percent, the highest rate among public institutions in NCAA Division I or II. For more information on the Tritons, visit UCSDtritons.com or follow UC San Diego Athletics on social media @UCSDtritons.
 



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Bruening Named to Men’s Volleyball Preseason Team

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IRVINE, Calif. – The Big West Conference released its 2026 Men’s Volleyball All-Conference Preseason Team on Monday, with UC Santa Barbara’s George Bruening earning preseason honors. Bruening was named to the team alongside players from No. 2 Hawai’i, No. 3 Long Beach State, and No. 11 CSUN.

Bruening exited the 2025 season with a spot on the All-Freshman team as well as a First Team Honorable Mention. He was also recognized as the SBART Men’s Volleyball Athlete of the Year. He averaged 2.97 kills per set and hit .299, the highest on the team. 

Additionally, UC Santa Barbara was voted to finish fourth in the conference. Their first match of 2026 will take place on Jan. 8 at 2:00 p.m. versus Kentucky State in Rob Gym. 

The Big West Preseason Coaches’ Poll










Rank / Institution Points (First Place Votes)
1. Long Beach State 24 (4)
2. Hawai’i 22 (2)
3. UC Irvine 17
T-4. CSUN 9
T-4. UC San Diego 9
T-4. UC Santa Barbara 9

The Big West Preseason Coaches’ Team











Student-Athlete Institution Position Year Hometown
George Bruening UC Santa Barbara OH R-So. Newport Beach, Calif. 
Alex Kandev Long Beach State OH So. Sofia, Bulgaria
Jalen Phillips CSUN OPP R.-Jr. Anaheim, Calif.
Tread Rosenthal Hawai’i S Jr. Austin, Texas
Adrien Roure Hawai’i OH So. Lyon, France
Kristian Titriyski Hawai’i OPP So. Sofia, Bulgaria
Skyler Varga Long Beach State OPP R.-Sr. Muenster, Saskatchewan


 



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OVC Mourns the Loss of SIUE Academic Advisor, Former UTM Volleyball Player Lindsey Schmidt

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SIUE, UT Martin and the Ohio Valley Conference mourns the loss of Lindsey Schmidt, who passed away on Tuesday, December 23.

Lindsey has served as an Academic Advisor at SIUE since 2008 and graduated from OVC member institution UT Martin, where she was a standout volleyball student-athlete and helped the Skyhawks to two regular season conference championships. She was named the Most Valuable Player of the 2002 OVC tournament.

“This is heartbreaking for all who knew Lindsey,” said Andrew Gavin, Vice Chancellor and Director of Athletics. “She has long been a beloved member of our athletics family, because of her infectious energy, positive attitude, and incredibly helpful and loving heart. She has provided so much support and love to countless current and past Cougar student-athletes.”

Lindsey was a member of the student-athlete success team at SIUE, working hand in hand with Deputy AD Jaci DeClue for nearly two decades. Lindsey’s support and passion helped student-athletes at SIUE achieve incredible results academically, with 39 consecutive semesters posting a cumulative grade point average of 3.0 or higher. In November, SIUE was recognized as having the top Graduation Success Rate nationally among Division I public institutions.

“Lindsey was a source of light and warmth to all who knew her, with the remarkable ability to make everyone feel seen, valued, and special through her kindness, humility, and genuine care for others,” DeClue shared. “During her 17 years at SIUE, she played a vital role in building an academic support program that served thousands of student-athletes, leaving behind a legacy of compassion, excellence, and lasting impact.

“It was truly an honor to work alongside Lindsey for the past 17 years and to witness firsthand the difference she made every single day.  She will be deeply missed by her colleagues, students, and all whose lives were made better by knowing her, and SIUE Athletics will not be the same without her.”

In 2024, she was awarded the Thurston Banks Award by the Ohio Valley Conference, an award that recognizes individuals for their outstanding contributions to OVC student-athletes’ academic success and learning and development.

 









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Creighton volleyball lands Wisconsin transfer outside hitter Trinity Shadd-Ceres

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