Nike Releases ‘Don’t Do It’ Ad in Response to George Floyd’s Murder

Nike has responded to national unrest surrounding the unlawful death of George Floyd. Nike released a video titled “For Once, Don’t Do It,” which references the athleticwear brand’s “Just Do It” slogan.

A plain black background contrasts with the following text in white:

“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.”

The ad was shared by rival company Adidas on social media.

Floyd died within four minutes after former police officer Derek Chauvin had held a knee to his neck for eight minutes and 46 seconds. Chauvin has since been charged third-degree murder and second-degree manslaughter. Two experts performed autopsies that concluded Floyd’s death was a homicide, according to CNN.

Nike previously ran a “Just Do It” campaign featuring Colin Kaepernick, the football player who gained national attention after taking a knee in protest of police brutality against African Americans.

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