Nike Tells People, For Once, Don’t Do It

Nike, one of my favorite shoe brands of all time, recently released an ad calling on all Americans not to do what their brand usually tells them to do. Instead, one of the nation’s leading athletic apparel companies called on individuals to not turn their back on the painful issue of racism in the United States. The ads themselves are a series of simple yet powerful statements set on a black background. The comments themselves are a series of cowardice or adverse actions that we should not do. For example, 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.”

This campaign wasn’t the first time Nike addresses racism in America within its creative advertising work. One of the earlier times I remember is the 3oth anniversary of Nike’s ‘Just Do It’ campaign. Nike released a powerful ad focused on former NFL player and activist Colin Kaepernick that prompted both praise and criticism. In my opinion, that ad faced criticism because people didn’t understand Kaepernick’s message when he first took a stand. It took protests and violence to realize that he wasn’t kneeling to disrespect the flag or the military but instead as a symbol of protest against police brutality towards the African-American community and other minorities. Although this ad was more copy then flashy creative, which is what we’ve come accustomed to from Nike. The ad showed the people that Nike is listening to what people are saying and trying to promote unity as a country and the world.

What launched this movement is the brutal way George Floyd died at the hands of the police who were supposed to protect and serve. 

Finally, this ad campaign was the product of Wieden + Kennedy in Portland.