# Nike: For Once, Don't Do It

> Nike's anti-racism film drew a reported 6.7 million Twitter views after Adidas shared it.

- Owner: Nike
- Kind: Campaign
- Sector: Sports
- Seed date: 2020-05-29
- Milestone date: Week of Jun 1, 2020
- Date basis: Documented milestone; not a measured attention peak. Some dates are known only to the week, month or year.
- Spread Score: 32 (Niche, provisional), v1.3
- Mechanics: Newsjacking, Response chain, Platform jump, Controversy

## Summary

Nike reversed its slogan after George Floyd's killing, and Adidas and Brooks shared the film. News outlets covered it as criticism asked Nike to match its message with action. Nike later announced a wider community pledge.

## Timeline

- 2020-05-29 — Nike (X) — Nike posted a text-on-black anti-racism film on Twitter and Instagram after George Floyd's killing.
- 2020-05-30 — USA TODAY / Adweek (Press) — USA TODAY covered Nike's Instagram post; Adweek identified Wieden+Kennedy Portland as the agency.
- 2020-05-30 — Adidas / Brooks Running (X) — Adidas shared Nike's film; Brooks Running also quoted the post later that day.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/mcp#api).

Canonical URL: https://howitspread.com/cases/nike-for-once-dont-do-it

Cite as: How It Spread (2026). “Nike: For Once, Don't Do It.” Case HIS-01691. Spread Score v1.3: 32/100. Updated 2026-10-25. https://howitspread.com/id/HIS-01691