In a bold move, Nike opens the tough conversation that so many corporations turn blind eyes, deaf ears and silent mouths to.
The brand famously is known for its campaign encouraging you to get out there and “Just Do It” is flipping the switch and urging people “Don’t Do It” in new messaging focused on race.
Friday evening, Nike posted a text-only video on its social media accounts with messaging encouraging people to “For once, Don’t Do It,” a play on the brand’s iconic slogan that’s recognized around the world.
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.