Nike has released a powerful new ad that addresses racism head-on, while putting a new twist on its long-used tagline. Following a week of protests and unrest in Minneapolis after the death of George Floyd, the sportswear giant is urging Americans to “don’t do it.”
On Friday evening, the Beaverton, Oregon-based brand released a 60-second spot on its digital channels. In stark white text over a black screen, Nike tells consumers “For once, don’t do it. 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.” The spot, “For Once, Don’t Do It,” encourages people to stop being silent and making excuses, and instead to be part of the change.
It comes five days after Floyd, a black man, died after a white police officer kneeled on his neck.
“Nike has a long history of standing against bigotry, hatred and inequality in all forms,” said a Nike spokeswoman in a statement. “We hope that by sharing this film we can serve as a catalyst to inspire action against a deep issue in our society and encourage people to help shape a better future.”