Nike: For Once, Don't Do It
Campaign · 2020
Nike's anti-racism film drew a reported 6.7 million Twitter views after Adidas shared it.
Nike
@Nike · May 29, 2020
Let’s all be part of the change. #UntilWeAllWin
adidas
@adidas · May 30, 2020
Together is how we move forward. Together is how we make change.
Nike@Nike
Let’s all be part of the change. #UntilWeAllWin
cindygallop.eth
@cindygallop · May 30, 2020
Hey @Nike, 'Don't pretend there's not a problem in America.' Not one Black person on your executive leadership team: about.nike.com/pages/executiv… for a company that's made billions out of Black sports people and consumers. Change THAT. #DiversityAndInclusion #UntilWeAllWin
Black Girls Code
@BlackGirlsCode · Jul 29, 2020
Excited to announce that as part of @Nike's $40M, four-year commitment to fight systemic injustice, the brand has donated $1M to support @BlackGirlsCode! It's an honor to be recognized alongside @NAACP @NAACP_LDF two organizations driving impactful change. ow.ly/b6Mo50ALfXn
Brooks Running 💙
@brooksrunning · May 30, 2020
When we all step up, the world steps forward.
Nike@Nike
Let’s all be part of the change. #UntilWeAllWin
Curtis Obeng
@CurtisObeng · May 29, 2020
Nike publicly supported @Kaepernick7 during his kneeling in the NFL. They spoke proudly of losing hundreds of thousands of racist white followers. And yet again they’ve stepped up and publicly spoken out against the treatment of black people 👏🏽 🙌🏽#BlackLivesMatter
Spread Score
How it worksNumbers
- Twitter seed only; derivatives uncounted, reported June 1
- 6.7M
- As of Jun 1, 2020 · X · AList
- Milestone date
- Week of Jun 1, 2020
- May 29 ’20 to Week of Jun 1, 2020
- Platforms
- 4
- Started on X
- Origin
- Seeded
- Sports
How it spread
Trace the originNike 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.
Documented milestone; not a measured attention peak. Some dates are known only to the week, month or year.
Timeline (15)
May 2020
Join free to see why it worked and the other 12 events. Free, on every case.
Do this
- 1Make a familiar brand line carry a specific public message.
Every number (10)
- YouTube owner upload only; derivatives uncounted, June 1“Nike's video on YouTube has garnered 414,721 views at the point of writing”414.7K[20]
Press (8 outlets)
- May 30, 20201 day in
Adweek · Nike Once Again Dares to Take a Stand, Boldly Addressing Racism Head-On in New Ad
You’ve seen 1 of 3 steps, 1 of 10 numbers and 1 of 8 outlets. Pro opens the rest, with all 22 sources.
