Nike releases ‘Don’t Do It’ ad to combat racism in wake of George Floyd death
‘For once, Don’t do It. Don’t pretend there’s not a problem in America,’ says advert
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Nike has released a special advert with the slogan: “Don’t Do It”.
The phrase is a twist on the sportswear brand’s trademark catchphrase: “Just Do It” and in this instance is in reference to combatting racism in the wake of the death of George Floyd.
Mr Floyd was killed on Monday after a police officer pressed a knee onto his neck until he stopped breathing.
Protests have since erupted across the country as demonstrators decry years of police brutality against African Americans.
Nike shared its new slogan on Instagram on Friday.
The video begins with the words, “For once, Don’t Do It” written in white text against a black background.
The video 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.”
It’s not the first time that Nike has used its global platform to speak out against racism.
The sportswear giants famously supported NFL player Colin Kaepernick after he knelt during the national anthem ahead of a game as part of a silent protest regarding America’s treatment of racial minorities.
Nike has since partnered with Kaepernick on several occasions, including one “Just Do It” ad campaign to mark its 30th anniversary, in which the San Francisco 49ers quarterback says: “Believe in something. Even if it means sacrificing everything.”
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments