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Nike flips 'Just Do It' slogan in anti-racism message

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Nike flips 'Just Do It' slogan in anti-racism message by Tree Elven on 01/06/2020
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...with this 'For once, Don't Do It' message. The US sports shoe and apparel giant turned its galvanising message of 'Just Do It' - which has inspired sportspeople of all stages, backgrounds and abilities - on its head in the wake of protests across the USA sparked by the killing of a black man, George Floyd, by a white police officer. As protesters gathered outside the White House, President Donald Trump was put into a secure bunker amid forecasts that the worst race riots since the Sixties would end his chances of success in the November, 2020 presidential elections. The mutibillion-dollar brand has form when it comes to controversy: in 2018, it chose NFL player Colin Kaepernick - whose kneeling during the national anthem at a game to protest against police killings of unarmed black men ignited the race debate - to be the face of the 30th anniversary of their Just Do It slogan. This new campaign has met with a mixed reaction, ranging from calls for Nike to pay/treat its employees properly to accusations of jumping on the 'brandwagon' to admiration for putting out a clear, unifying message on a perenially divisive issue. What effect does it have on you?

Keywords: Nike, Just Dont Do It, racism in the US, George Floyd, societal advertising, branding and causes, Wieden + Kennedy Portland

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