For Once, Don’t Do It – Nike Extends Support to Black Lives Across America

Anti-racism campaign by Nike: For Once, Don’t Do It

The past few weeks in America have been nothing short of turbulent. Quite obviously, the murder of George Floyd has enraged the African-American community. Consequently, the entire nation has seen an uprising. Americans of all ethnicities and skin colours have banded together against racism. In essence, the public is standing up for the soul of America. In the same spirit, Nike also launched a unique anti-racism campaign. Titled ‘For Once, Don’t Do It’, the digital ad urges Americans to acknowledge the evil of racism.

Created by Wieden+Kennedy, the ad inverts the meaning of Nike’s slogan. Instead of motivating viewers to ‘Just Do It’, the campaign advocates the opposite. Thereon, a blend of typography and music fleshes out the message further.

All in all, the campaign solidifies Nike’s stance on racism. In essence, it symbolises that until we all win, no one does!