Nike Stands Against Racism With The “Don’t Do It” Campaign

Nike—whose “Just Do It” slogan is known worldwide—has taken a stand against racism and is telling its customers, for once, don’t do it.

American sports brand Nike recently launched a “Don’t Do It” campaign—a twist on the brand’s famous slogan—as protests against police brutality spread across the United States. In particular, the campaign came as a lot of protesters across the United States took to the streets against the treatment of George Floyd, an African-American man who died in the hands of police in Minneapolis, with his last moments recorded on video.

Just four days after the tragic event, Nike launched the campaign in the form of a  video with white text on a black background: “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 also posted a black and white text video with the hashtag #UntilWeAllWin across the brand’s social media channels. In a rare sign of solidarity, competitor Adidas also retweeted the video, with a message stating: “Together is how we move forward. Together is how we make change.”