Nike “For once, don’t do it” video.
Nike released an announcement Friday night urging viewers not to “pretend there is no problem in America” as protests took place in cities across the country after George Floyd’s death in Minnesota that a white officer stuck his knee in his neck while placing him in police custody.
The simple video shared on Twitter contains letters that begin, “For once, don’t do it … Don’t pretend there is no problem in America … Don’t turn your back on racism. ” It had over 35,000 retweets and two million views on Saturday morning.
The company worked with its longtime agency Wieden + Kennedy Portland on the video.
“Nike has a long history of fighting fanaticism, hatred and inequality in all its forms,” Nike said in a statement about the announcement. “We hope that by sharing this film, we can serve as a catalyst to inspire action against a deep problem in our society and encourage people to help shape a better future.”
Nike’s athletic apparel rival Adidas also shared the Nike video.
Nike’s 2018 “Crazy Dream” campaign for the 30th anniversary of “Just Do It” featured former San Francisco 49ers quarterback Colin Kaepernick. The soccer player attracted attention after he started protesting police brutality against African Americans by “taking a knee” during the national anthem in 2016.
The brand also used social media to encourage consumers to stay indoors during the pandemic using simple spots.