For once don’t do it — NIKE’s new powerful anti-racism campaign

few brands tend to take sides on controversial issues, but if there’s one that does, it’s NIKE. known for its just do it motto, the american sports brand is — for once — telling its customers don’t do it. NIKE’s message arrived in the form of a black background video with white text four days after george floyd, 46, died in police custody in minnesota with his last moments recorded on video.

the message on the NIKE video reads: ‘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.’