Nike have denounced racism by switching their slogan to support protests in the US over the death of George Floyd, a black man killed at the hands of police. Do we really need a multinational weighing in with more advertising?
As the White House is shut down, the Los Angeles freeway is halted and buildings burn in Minneapolis, it’s no wonder that Nike feels on safe ground to rapidly wheel out an emotive advert.
The last time the company responded to social uproar, creating a major campaign telling people to “sacrifice everything” to “believe in something,” it was around similar themes in 2018, when NFL quarterback Colin Kaepernick carried out a kneeling protest against police brutality.
Castigated by President Donald Trump and accused of disrespecting the American flag, Kaepernick’s actions proved divisive and put Nike at loggerheads with many.