Nike
Nike, Inc. (/ˈnaɪki/) is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The company was founded on January 25, 1964, as "Blue Ribbon Sports", by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The company takes its name from Nike, the Greek goddess of victory. Blue Ribbon Sports (BRS), the company initially served as a U.S. distributor of running shoes made by Japanese company Onitsuka Tiger (now known as Asics).[1]
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Don't Do It Campaign
At May 30, 2020 Nike post a video for campaign named "Don't Do It". This time Nike persuade society to not do it, as we all know "Just Do it" is Nike slogan. In this 1 minute length video Nike urge the audience to be aware of this racist situation that takes innocent live of George Floyd.
“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,” it says in the video.
This video also shared by Nike's rival in athletic apparel Adidas. Adidas re-tweeted and adding message "Together is how we move forward. Together is how we make change."[2]
Anti-Black Racism Empowerment
"Nike has a long history of standing against bigotry, hatred, and inequality in all forms," a Nike spokeswoman said in a statement, according to AdAge. "We hope that by sharing this film we can serve as a catalyst to inspire action against a deep issue in our society and encourage people to help shape a better future."[3]
"We will continue to stand up for equality and work to break down barriers for athletes all over the world. We will do and invest more to uphold longstanding commitment in supporting the Black community and partnering with world-class organizations dedicated to ensuring racial equality, social justice, and greater access to education.", said Nike in it's video's caption.
"Don't Do It" video also posted in Twitter with hashtag #UntilWeAllWin, which is Nike's call for equality. The hashtag has appeared in past campaigns, and the phrase "Until We All Win" is associated with Nike's Common Thread Series, a video series created in partnership with Uninterrupted that works to share stories of athletes of color.[4] "Nike believes in the power of sport to unite and inspire people to take action in their communities. Equality isn’t a game. But achieving it will be our greatest victory. Until we all win.", the tagline says it all.
Nike also outlined its commitment to equality in detail on its website, for those who are interested in learning more. 'We believe in the power of sport to unite and inspire people to take action in their communities. We are committed to fostering an inclusive culture at Nike and to breaking down barriers for all athletes. Nike's Common Thread series is a great example of how sport unites us all and what can happen when we stand up for what’s right.'
Background
As protests intensify in the US, in the aftermath of the death of African-American George Floyd, sportswear brand Nike has come up with a refurbished slogan. In an Instagram post, it announced that instead of ‘Just Do It’, it now wants to tell people ‘Don’t Do It’ in a clear reference to race-based crimes.[5]
It's not often that a brand is able to successfully weigh in on serious issues and make valuable contributions to the narratives surrounding them, but Nike continues to deliver blunt, eye-opening, no-nonsense ads that clearly resonate with people.
External Link
Watch Nike Don't Do It Campaign at Youtube
Nike status #UntilWeAllWin at Twitter
Read Nike Purpose Standing Up For Equality
References
- ↑ Levinson, Philip. How Nike almost ended up with a very different name, Business Insider, 20 January 2016. Retrieved December 26, 2020.
- ↑ Adidas Twitter. Retrieved December 26, 2020.
- ↑ Fernandez, Celia. 'For once, Don't Do It': Nike takes a stand against racism in new ad, Insider, 30 May 2020. Retrieved December 26, 2020.
- ↑ Gallucci, Nicole.Nike urges people to stand against racism in striking new ad, Mashable, May 2020. Retrieved December 26, 2020.
- ↑ Nike takes stand against racism with a powerful ad, The Indian Express, 2 June 2020. Retrieved December 26, 2020.
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