“Don’t Do It”: Nike takes stand against racism as US protests spread

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Nike racism just don't do it
It's not the first time Nike has waded into US social justice issues.
// Nike takes stand against racism with a “Don’t do it” video campaign
// It’s a twist on its “Just do it” catch phrase, as protests against police brutality spread in the US
// In a rare sign of solidarity, Nike’s arch rival Adidas retweeted the video

Nike has released a powerful video whereby the sportswear giant takes a stand against racism with a twist on its famous “Just do it” slogan.

As protests against police brutality spread across the US, the footwear brand and retailer’s video – which only consists of white words appearing across a black background – tells viewers to “don’t do it”.

“For once, Don’t Do It. Don’t pretend there’s not a problem in America,” Nike said in its video.

“Don’t turn your back on racism. Don’t accept innocent lives being taken from us.”


At the time of print, the video had been viewed almost 300,000 times since it was posted on YouTube on Friday.

On Twitter, it had been viewed 5.5 million times after garnering 80,000 retweets and 182,000 likes.

In a rare sign of solidarity, Nike’s arch rival Adidas retweeted the video with an accompanying tweet: “Together is how we move forward. Together is how we make change.”

Nike’s message came as protesters across the US took to the streets against police brutality that disproportionately targets black Americans.

They were sparked after George Floyd became the latest in a long list of unarmed black Americans was murdered at the hands of police in Minneapolis earlier in the week.

Floyd’s death was captured on a now-viral video, in which a white police officer pressed his knee on Floyd’s neck for nearly nine minutes.

Floyd continuously yelled out “I can’t breathe” until he went motionless, while three other officers stood by.

“Don’t make any more excuses. Don’t think this doesn’t affect you,” Nike says in its video.

“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.”

This is not the first time Nike has waded into US social justice issues.

In September 2018, it attracted headlines when it released an ad campaign featuring football player Colin Kaepernick, who was criticised for kneeling during the US national anthem at games in protest at racism.

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