Ever heard Nike say ‘Don’t Do It’ in a message?
On May 29, 2020, Nike, known for its famous slogan encouraging action with "Just Do It," shifted gears to urge people "Don't Do It" in new messaging focused on race.
Nike shared a text-only video on its social media platforms, urging people to “For once, Don’t Do It,” playing on their well-known slogan recognized worldwide.
The message 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 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.”
Nike's message came in response to the death of George Floyd, 46, who died in police custody in Minnesota, an incident captured on video. Floyd pleaded for relief as a Minneapolis police officer knelt on his neck. The officer was later arrested and charged with murder.
This isn’t the first time Nike has used their slogan for more than just sports. “Nike has a long history of standing against bigotry, hatred and inequality in all forms,” Nike said in a statement to CNN the following day after the release of the slogan. “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.”
