Nike

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Nike, Inc. (/ˈnaɪki/) is an American multinational company that designs, develops, manufactures, and markets clothing, garments, equipment, accessories, and services around the world. Bill Bowerman and Phil Knight formed the company as "Blue Ribbon Sports" on January 25, 1964, and it became Nike, Inc. on May 30, 1971. Nike, the Greek goddess of triumph, is believed as the company's name. Blue Ribbon Sports (BRS) began as a seller of Japanese firm Onitsuka Tiger's running shoes in the United States (now known as Asics).[1]


Don't Do It Campaign

Nike Don't Do It Campaign

Nike post a video for campaign named "Don't Do It" at May 30, 2020 . This time, Nike is attempting to warn society not to do so; as we all remember, Nike's motto is "Just Do It." Nike urges the viewer to be mindful of the racist scenario that took the innocent life of George Floyd in this one-minute film.

“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.

Don't think you can't make a difference. “Let us all be a part of the change,” the video says. Nike's sporting footwear competitor Adidas has shared this episode. "Together is how we move forward. Together is how we make change." Adidas retweeted, adding the post.[2]

Nike Don't Do It Campaign 2.png
Nike Until We All Win Campaign

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 video, we can empower people to take action against a serious problem in our culture and help create a better future."[3]

Nike's video caption said, "We will do and invest more to maintain our longstanding commitment to helping the Black community and working with world-class groups committed to promoting racial inclusion, social justice, and better access to education."

Nike's #UntilWeAllWin hashtag was also used in the "Don't Do It" campaign, which is Nike's appeal for inclusion. The term "Until We All Win" is synonymous with Nike's Common Thread Series, and the hashtag has featured in previous promotions. A video series produced in collaboration with Uninterrupted to tell the stories of athletes of color.[4] "Nike believes in the power of sport to bring people together and motivate them to make a difference 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.

For those interested in understanding more, Nike has outlined its contribution to equity in depth on its website. 'We believe in the potential of sport to draw people together and motivate them to act in their communities.' At Nike, we're devoted to building an inclusive community and knocking 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.'

Nike BHM Black History Month Campaign

Background

As protests in the United States grow in response to the death of African-American George Floyd, sportswear company Nike has resurrected a slogan. It revealed on Instagram that instead of telling people to "Just Do It," it now needs to tell them to "Don't Do It," a direct nod to racial crimes.[5]

Nike continues to produce straightforward, eye-opening, no-nonsense commercials that obviously resonate with people. It's not everyday that a company is able to effectively step in on serious topics and make valuable changes to the narratives around them, but Nike continues to deliver blunt, eye-opening, no-nonsense advertisements 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

  1. Levinson, Philip. How Nike almost ended up with a very different name, Business Insider, 20 January 2016. Retrieved December 26, 2020.
  2. Adidas Twitter. Retrieved December 26, 2020.
  3. 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.
  4. Gallucci, Nicole.Nike urges people to stand against racism in striking new ad, Mashable, May 2020. Retrieved December 26, 2020.
  5. Nike takes stand against racism with a powerful ad, The Indian Express, 2 June 2020. Retrieved December 26, 2020.

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