Nike takes a stance on racism with their “don’t do it” campaign

Posted on Posted in How to Guide for Marketers

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.

Nike Don't do it

Nike's "Don't do it" ad

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Their don't do it ad builds on NIke's Colin Kaepernick ad

This don’t do it ad isn’t the first time the Nike has taken a stance on the race relations conversation. On the weekend before the 2018 NFL season, Nike released a powerful ad in support of Colin Kaepernick that prompted both praise and criticism from each side of the political aisles. Nike’s stance has paid off as they appeal to a much younger audience. 

While Nike’s stock price went down a few points over the few days after the ad launched, Nike saw significant sales growth and a resulting stock price up 25% over the next 18 months. 

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Adidas has shown their support for don't do it

In case you are part of the cancel culture, you should check out this Adidas tweet in unprecedented support of their competitor. Mind you, Under Armour has remained completely silent. 

One problem I am seeing is that people found a way to change the narrative of Colin Kaepernick’s protest. And, the same people are now finding a way to change the narrative of George Floyd’s death. People are outraged and need to speak out. 

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