Sportswear brand Nike took a strong stand against racism in the United States by releasing a powerful advertisement. It has tweaked its famous tagline into a new version: ‘Don’t Do It,’ it urges its audience.
The ad created by Wieden + Kennedy Portland shows statements in white on a black background, urging people to take a stance against racism and not turn their backs to this social issue.
The message in the advertisement says: “For once, Don’t Do It. Don’t pretend there’s not a problem in America. Don’t turn your back on racism. Don’t accept innocent lives being taken from us. Don’t make any more excuses. Don’t think this doesn’t affect you. Don’t sit back and be silent. Don’t think you can’t be part of the change. Let’s all be part of the change.”
— Nike (@Nike) May 29, 2020
This powerful and thought-provoking ad comes in the midst of massive protests in the United States post the death of African American George Floyd, who died in police custody in Minnesota recently. Floyd’s last moments, in which a police officer pinned him down by pressing his knee to Floyd’s neck, have been captured on camera and have caused outrage in the United States, bringing in the controversial topic of racial inequality and police brutality against the African Americans.
Also, in a great show of solidarity, Nike’s rival Adidas shared the post, with a message that read, “Together is how we move forward. Together is how we make change.”
This, however, is not the first time that Nike has supported social causes.
“Nike has a long history of standing against bigotry, hatred and inequality in all forms,” Nike said in a statement to CNN. “We hope that by sharing this film we can serve as a catalyst to inspire action against a deep issue in our society and encourage people to help shape a better future.”
As part of the 30th anniversary of its ‘Just Do It’ campaign, Nike had released an ad in 2018 featuring the former San Francisco 49ers quarterback and activist, Colin Kaepernick who kneeled in protest of racism during the National Anthem for a preseason NFL game.4
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