Nike finally says, “Don’t Do It” when it comes to racism

As a biracial man, I suffer at the sight of George Floyd being murdered in cold blood. As a father, I collapse to my knees every time I hear the 46-year-old African American man utter, “I can’t breathe.” And as a human being, I sob every time a white friend (someone I had to block on Social Media tonight) tries to justify the horror that happened five days ago. Tonight, Nike has released what will surely appear on our “Best Of” list at the end of the year.

It’s moving piece of creative which addresses the recent deaths of Floyd, Breonna Taylor and Ahmaud Arbery.

Taylor, an EMT in Kentucky, was shot and killed by police in March when officers were executing a search warrant in a narcotics investigation. 

A twist on its iconic “Just Do It,” tagline, the effort urges people to not “turn your back on racism” and “be part of the change” in the world. In other words, “Don’t Do It.”

Arbery was shot and killed in February when two white men confronted him while he was out jogging. The shooting gained national attention earlier this month when video footage was released online. 

Floyd died Monday in Minneapolis when a police officer pressed his knee into the back of Floyd’s neck after he was put in handcuffs and was lying face down on the ground.

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Over a solemn piano solo, white copy appears on a black screen: “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.” The spot, “For Once, Don’t Do It” Watch below:

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“Nike has a long history of standing against bigotry, hatred and inequality in all forms,” a Nike spokeswoman told Ad Age. “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.”

Nike’s video post on Instagram with the caption “Let’s all be part of the change. #UntilWeAllWin” has 1.2 million views since it was posted 4 hours ago.

And it deserves every. Single. View.

The spot is an effective tribute to Floyd’s life and every Black man, woman and child who has been senselessly murdered and tortured in this country. The Reel 360 team applauds Nike and Wieden+Kennedy tonight. Thank you for this.


Colin Costello is the West Coast Editor of Reel 360. Contact him at or follow him on Twitter at @colinthewriter1