Nike has released a new message across its social media platforms calling upon Americans to take action against systemic racism and social injustice. The video flips the brand’s iconic 30-year slogan of “Just Do It,” opening up the stark black background and white text with, “For once, just don’t do it.”
The video comes after a week of protests throughout America following the death of George Floyd in Minneapolis, Minnesota.
The visual continues: “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.”
In 2018, Nike highlighted social injustice with the “Dream Crazy” campaign featuring former NFL quarterback Colin Kaepernick. The narrative was centered around standing up for what you believe is right, led to a 31 percent boost in Nike’s online sales and won an Emmy.