With a twist to its famous catch phrase “Just do it”, Nike has taken a stand against racism in e United States as it has started a campaign that has a tag line of “Don’t do it”. There has been protests against police brutality spread across the United States.
“For once, Don’t Do It… Don’t pretend there’s not a problem in America,” the US sports apparel giant said in a video posted to Twitter late Friday.
This campaign was initiated by Nike even as people across the United States took to the streets to protest against the treatment of an African American, George Floyd, who died at the hands of the police in Minneapolis earlier this week.
That video was retweeted by rival Adidas exhibiting a rare sign of solidarity, as Adidas also shared a message along with the video which said: “Together is how we move forward. Together is how we make change.”
Protests broke out across the United States after videos of how Floyd died on Monday surfaced and was distributed throughout the country. The video was captured in in a horrifying cellphone video which shows that a white police officer had forcefully pressed his knee on Floyd’s neck for nearly nine minutes. The police lifted his knee only after Floyds’s body had gone motionless. There were three other officers at the scene of the incident.
“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,” Nike said in the video, in which white words appear across a black background.
This is not the first time that Nike has ventured into US social justice issues.
An advertising campaign featuring US football player and activist Colin Kaepernick that had been created by Nike in September 2018 had created ripples across the United States. Kaepernick had faced severe criticism in the country because he refused to keep standing during the playing of the US national anthem at games and knelt down in order to protest at racism.
(Adapted from FashionNetwork.com)