Nike releases “Don’t Do It” ad campaign in combat against racism

Nike speaks out against racism in its latest 60-second spot

Nike has taken a stand against racism with its latest ad campaign, “Don’t Do It” in wake of the death of George Floyd. The phrase is a twist from the lifestyle brands world-known catchphrase, “Just Do It”.

The 60-second spot began with “For once, Don’t Do It. Don’t pretend there’s not a problem in America.” The message, written in white words appearing across a black background, came as protesters across the United States took to the streets against the treatment of George Floyd, an African American who died in the hands of the police in Minneapolis earlier this week.

“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,” Nike said in its 60-second spot. “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 used its global platform to speak out on the social injustice happening in the United States. In September 2018, the lifestyle brand released an advertising campaign in support of US football player and activist Colin Kaepernick, who was criticised for kneeling during the US national anthem ahead of the football games as part of a silent protest regarding America’s treatment of racial minorities.

Nike is a multi-time winner of the World Branding Awards. For more information on the World Branding Awards, click here.