‘For once, don’t do it’
Sportswear giant Nike replaced their longstanding ‘Just Do It‘ mantra in response to the ongoing #BlackLivesMatter movements in the USA.
ICYDK, the demonstrations started after an African-American named George Floyd was murdered in daylight by a Minnesota police officer during an arrest for alleged forgery, even after he said he couldn’t breathe.
Floyd’s death has since sent shockwaves and caused violent protests all over the United States in calling for systematic change for minorities and police accountability. It’s a familiar scene, honestly.
Meanwhile, in the simple one-minute advert video by Nike, white texts are splashed against a black background to convey the brand’s stance.
‘For once, Don’t Do It‘, it first reads. The video continues with a series of call to actions for viewers:
‘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.’
This isn’t the first time that Nike has stood up against racism, as the company has previously backed up NFL player Colin Kaepernick after he performed a silent protest in the form of kneeling down during the U.S. national anthem
With their huge worldwide platforms and power, it’s a big step for other corporations to back up the movement plaguing America right now.
A change.org petition titled ‘Justice for George Floyd’ has also garnered a whopping 9 million signatures as of writing.