"For once, Don't Do It,” the new slogan reads.
Created by independent creative agency known for its provocative campaigns, Widen + Kennedy Portland, the ad featured a 60-second video, which reads, “"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.”
Nike has long been taking stands against social injustices, back in 2018 the brand tapped former NFL player Colin Kaepernick for an ad to protest against police brutality and racial inequality; in 2017, Nike released its "Equality" campaign, where black athletes and actors talked about the equality in sports and parallels that of the rest the world; and lest we forget about them being the first sporting brand to release an activewear hijab for Muslim women.
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