Protest Against Racism: Nike says ‘Don’t Do It’ rather than ‘Just Do It’


The brand Nike is famously known for its tagline ‘Just Do It’, which inspires its customers to do challenges through its campaigns. But now, the brand flipped it to ‘Don’t Do It’ which passes the message that focuses on race.

Friday evening, the brand posted a text-only video on its social media platforms with a message of ‘For Once, Don’t Do It’, as protests against police brutality spread across the United States.

“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.” The US apparent giant said in the video.

Nike’s message comes four days after George Floyd, an African American, who died in the hands of police in Minnesota with his last moments was captured on horrifying cell phone video. While being arrested, a white police officer pressed his knee on Floyd’s neck for nearly nine minutes. The video shows Floyd pleading that he is in pain and can’t breathe. Then, his eyes shut and he became motionless. He has pronounced dead shortly after. The officer was arrested Friday and charged with murder.

The competitor Adidas retweeted the video with the message, “Together is how we move forward. Together is how we make a change” as a rare sign of solidarity.

This is not the first time that Nike uses its slogan ‘Just Do It’ beyond as a sports brand. On the 30th anniversary of its slogan in September 2018, Nike released an advertising campaign featuring US football player and activist Colin Kaepernick, criticized for kneeling during the US national anthem at games in protest at racism. Nike had many other campaigns focused on how sports can break down barriers.

On Saturday, Nike said to CNN, “Nike has a long history of standing against bigotry, hatred, and inequality in all forms. 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.”


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