DTC897: Nike’s New Slogan, Seasonal Tactics, and Customer Research Hack

Good morning,

Here’s what you’ll find in today’s DTC:

🍂 Easy Seasonal Tactics
Leverage Q3 campaigns for BFCM learnings.

✔️ Nike Debuts New Campaign
To connect with young athletes.

🚨 Daily Tariff Update
Are tariff refunds coming?

🧠 Customer Research Hack
Tap into real customer convos.

You’re reading this newsletter along with new subscribers from: Seven Spice, Bake, Braise & Blaze, and Celebrate Vitamins. 👋

🎧 Why Halloween Might Be Your Most Strategic Campaign of the Year

Most brands think of Halloween as a fun seasonal moment.

But smart marketers know: it’s a testing ground for Black Friday success.

In this week’s AKNF, Aves from Pilothouse shares how to use the post-Labor Day psychological shift to build a Halloween campaign that doesn’t just drive incremental revenue but actually sharpens your Q4 strategy.

Because you see, there’s a mindset shift after Labor Day.

People return to their work and school returns, spend more time inside and shift into a nesting mindset.

Rather than partaking in outdoor activities, people are snuggling into the cozy season and unconsciously prepping for holiday gifting.

It’s a subtle, but powerful shift.

For brands, this means your audience is now primed to engage with fall visuals, seasonal offers, and early holiday inspo content.

So treat Halloween like your BFCM dress rehearsal.

Forget trying to spike sales on Halloween weekend. The real opportunity is the lead-up, where you test everything you'll need for Q4.

👉 Listen to the full episode with Aves here.

⏳ Q4 and Black Friday are closer than you think. If you’re not 100% confident in your plan, now’s the time to fix it. Get connected with Pilothouse here.

🤔 How Are Brands Using AI Today (And How Do They Actually Feel About It?) Get The Real Story From 875+ Operators In This Survey

👀 AI is everywhere these days, from the moment a marketing campaign is conceived to the moment a customer unboxes their order, and everywhere in between.

👏 But what’s the story behind the scenes? This new report from DTC x Triple Whale is giving you the scoop on all of your burning questions. 🙋

Find out:

• 🤖 How are successful brands using AI?
• 📈 Where is it driving the biggest performance lift?
• 💭 And how does everyone actually feel about it?

Discover the real-world insights and data behind AI in DTC, as this report gives you a peek behind the scenes.

📦 Your Daily Tariff Check-In

Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know.

September 8, 2025 update:

• Are Tariff Refunds Coming?
  • Treasury Secretary Scott Bessent shares that the administration will issue rebates if the Supreme Court upholds the ruling that Trump's "reciprocal tariffs" were an overstep of power.
  • Bessent said: “We would have to give a refund on about half the tariffs, which would be terrible for the Treasury."
  • However, the administration has hinted that there are other "legal authorities" to implement tariffs if the Supreme Court doesn't side with Trump's ruling.
• China's Export Growth Slows Sharply
  • China’s export growth dropped to a six-month low of 4.4% year-on-year in August, down from July’s 7.2%.
  • The decline is mainly due to a 33% plunge in shipments to the U.S., reflecting persistent tariff-driven trade tensions.
  • Meanwhile, China is shifting toward Southeast Asian markets, where exports rose by 22.5%.

[Still from Nike’s Why Do It? Campaign video]

✔️ Nike Flips Its Iconic Slogan For Young Athletes

After nearly four decades of using “Just Do It.” as its motivational catchphrase, Nike has flipped it into a question: “Why Do It?”

The new campaign puts the spotlight on young athletes facing not just physical challenges, but psychological ones too: fear of failure, pressure to be perfect, and the relentless comparison culture amplified by social media.

Nike’s executive VP and CMO Nicole Graham explained the shift: “As we talk with young athletes, it’s just an absolute pressure cooker of comparison…fear of failing, and fear of even trying.”

Unlike “Just Do It,” which has historically celebrated triumph and achievement, “Why Do It?” reframes greatness as a choice.

The Ad Campaign:

Narrated by Tyler, the Creator, the debut film features global athletes including Caitlin Clark, Carlos Alcaraz, Saquon Barkley, LeBron James, Rayssa Leal, and Qinwen Zheng.

Instead of showcasing their highlight reels, the ad zeroes in on the split-second decision to act despite doubt.

Nike’s approach makes space for imperfection, showing young consumers that the first step matters more than flawless execution.

Why It Matters for Marketers:

Nike’s pivot is more than a slogan refresh. It’s a masterclass in cultural relevance:

• Empathy as Strategy: By acknowledging today's generations’ struggles with pressure and perfectionism, Nike shows it listens to its audience.
• Authenticity Over Achievement: Younger audiences respond to brands that embrace vulnerability and imperfection. Nike reframes sport as process, not just outcome.
• Emotional Hook: Asking “Why Do It?” invites audiences to reflect on their own purpose, creating a deeper brand connection.

The takeaway?

Nike has once again proven why its marketing playbook is studied worldwide.

By evolving its most famous tagline into a question, the brand is speaking directly to young athletes’ lived experience.

For ecommerce brands, the lesson is clear: Don’t just sell outcomes. Sell the courage to start.

[Screenshot via @sourfraser / X]

Did you know Reddit has a hidden beta that lets you search the entire platform for real customer conversations? 

This is a great way to see how customers feel about your brand and the language they are using to describe your products.

Use these insights when creating ads and tackle repeated concerns with social proof. 

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📥 Got a B2B Biz?

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

Have you heard our latest podcasts?

• ✨ Ad-venturous 18: Taste v.s. Discernment Around Creative and AI
• 📥 TWBERP 49: American Eagle v.s. Everlane Part 2
• 🧑‍⚕️ How Proov’s Turned Hormone Testing into a Scalable Platform
• 📸 AKNF 538: How to Use UGC, CGC, and EGC in Paid Strategy
• 🎙️ Ad-venturous 17: The Impact of Audio
• 👖 TWBERP 48: AE v.s. Everlane Who Wins The Inbox?

Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.