Contemporary athletes face contemporary challenges. From raging Canadian wildfires seemingly every other month to an endless variety of flavored vapes, the average respiratory system is facing obstacles last seen during the Great Smog of London.
In an effort to address this wheezy new normal, Nike has announced their boldest initiative yet: the Just Stuit™ campaign. Inspired by the enduring legacy of Dewey Stuit and the intellectual rigor of the University of Iowa’s Stuit Hall, Nike invites athletes to “pause, reflect, and maybe freak out about the political and economic state of the world.” The campaign’s message: if you can’t run through the haze, philosophize about it.
The Just Stuit™ line features cutting-edge gear like the Air Adjourns—shoes designed not for running, but for lingering contemplatively on a crisp fall day, while wondering where it all went wrong.
Nike describes the initiative as a “fusion of suffocation and scholarship,” encouraging athletes everywhere to embrace the academic spirit of Dewey Stuit, think deeply, breathe shallowly, and never let the poor air quality get in the way of self-discovery.
Don’t Just Do It– Just Stuit™.