Nike has stepped up with a message in response to the murder of George Floyd with a written statement that scrolls across a black screen over the course of a one minute video.
Flipping the brands famed “Just do it” statement, the statement reads: “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. Don’t think this doesn’t affect you. Don’t sit back and be silent. Don’t make any more excuses. Don’t think you can’t be part of the change. Let’s all be part of the change.”
While brands have been criticized for being performative, Nike has a track record of standing behind progressive causes. In 2018, the brand turned heads when it released a Just Do It campaign featuring ex-NFL player Colin Kaepernick, an activist known for fighting against police brutality.