Nike was the first to speak out among big sports apparel brands, which is in keeping with the brand’s advocacy for social justice reform over the past few years.
After five days of social justice protests in cities across America following the death of George Floyd at the hand of Minneapolis police, big companies are feeling pressure to speak out in some way. Of course, corporate responses to this cultural moment are not the most important thing to anyone right now, but silence during this time is seen by many consumers as complicity.
In an email to Nike employees, obtained by Yahoo Finance’s Reggie Wade, new CEO John Donahoe explained the company’s thinking in releasing the video: “It is absolutely wrong what’s happening in our communities, to our friends and family members. These tragedies are not unique to the U.S. Far from it – we see violent incidents in countries all over the world, fueled by hatred and ignorance... Let me be as clear as I can: Nike is opposed to bigotry.
Brooks Running, the Seattle-based sneaker brand owned by Berkshire Hathaway, followed suit and retweeted Nike on Saturday afternoon, adding “When we all step up, the world steps forward.” Nike’s video in many ways set the tone, and is consistent with a social justice shift that Nike initiated in 2018, when it made Colin Kaepernick the face of its new ad campaign. At the time, Kaepernick was no longer playing in the NFL, but his kneeling protest of police brutality had caught fire in the league. The NFL had become a punching bag of President Trump on Twitter, and some Americans were threatening to boycott the league if the protests continued.
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