Friday evening, Nike posted a text-only video on its social media accounts with messaging encouraging people to “For once, Don’t Do It,” a play on the brand’s iconic slogan that’s recognized around the world.
The message reads:
“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 has a long history of standing against bigotry, hatred and inequality in all forms,” Nike said in a statement to CNN Saturday. “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.”