The campaign brands behind George Floyd

Nike has diverted its historic slogan: "For once, don't do it."

It took a few days. And then it was a surge. Like dominoes, in early June, brands around the world followed one another to pledge allegiance to the Black Lives Matter movement and to support the protests that have shaken the United States since the death of George Floyd on May 25. First there were the expected signatures, historically built on a moral basis as much as on the quest for profit: Savage × Fenty, the lingerie line of singer Rihanna, or Ben & Jerry's, the ice creams used, which detailed on their website a plan for "Dismantle white supremacy".

But the movement quickly gained ground usually more cautious in terms of political positioning: the Japanese Uniqlo announced a donation of $ 100,000 to anti-racist associations, the French Kering pledged, in a solemn Instagram post, to "Continue its efforts for the diversity of representations", and the world of music decreed, in the wake of an appeal launched by two executives of Atlantic Records, "Put the show on pause". On June 2, the record industry spent a day fighting discrimination: Spotify added eight minutes of silence to some of its playlists, Apple Music highlighted black music on its platform, and hundreds of celebrities and influencers posted a simple black square with the #blackouttuesday hasthag.

As explained by the Bloomberg website on September 4, 2018, the Nike com operation had reported in media exposure the equivalent of $ 43 million in advertising.

Among the claws to the eagerly awaited response, Nike has urgently invested in a spot punch, diverting its historic slogan, "Just do it", and calling out to its customers "For once, don’t do it" ("For once, don't do it"). " Don't pretend anymore (racism) not a problem in America ", " don’t accept innocent lives being stolen from us anymore ”… It must be said that the comma mark had already supported the cause in 2018 (a little late, according to some) and scored points by making Colin Kaepernick – the American football player behind the Take a Knee movement, appeared in 2016 to protest police violence – the muse of the thirtieth anniversary of his campaign "Just do it". As a result, a few angry customers burned their sneakers in protest, and the stock fell 3% on Wall Street the first day. But, as the site explained Bloomberg on September 4, 2018, the com operation reported media equivalent of $ 43 million in advertising. Not crazy, the marketing team was aware that two thirds of Nike customers are under 35 and that a majority of young people supported the quarterback dissident. More to gain than to lose: it is all a question of calculation.

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