Nike "For once, don't do it" by Wieden & Kennedy Portland

Nike spoke out against racism days after the killing of George Floyd, an unarmed black American man who died in police custody in Minneapolis.

The ad puts a twist on the brand’s famous slogan, "Just do it", and instead urges viewers: "For once, don’t do it". Using stark white text against a black background, Nike calls on people to acknowledge and take a stand against racism. 

"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," it says. "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."

This is not the first time Nike has taken a socially conscious stance in its advertising. NFL quarterback Colin Kaepernick, who came into the spotlight for his protests against racism and police brutality in the US, fronted Nike’s "Dream crazy" campaign in 2018.