Nike has taken a stand against racism with a "Don't do it" campaign, a twist on its famous catchphrase, as protests against police brutality spread across the United States.
"For once, Don't Do It... Don't pretend there's not a problem in America," the US sports apparel giant said in a video posted to Twitter late Friday.
The message came as protesters across the United States took to the streets against the treatment of George Floyd, an African American who died in the hands of police in Minneapolis earlier this week.
In a rare sign of solidarity, competitor Adidas retweeted the video, with a message stating: "Together is how we move forward. Together is how we make change."
Floyd's death on Monday was captured in a horrifying cellphone video now seen around the world, in which a white police officer pressed his knee on Floyd's neck for nearly nine minutes until well after he went motionless, while three other officers stood by.
"Don't turn your back on racism. Don't accept innocent lives being taken from us. Don't make any more excuses. Don't think this doesn't affect you," Nike said in the video, in which white words appear across a black background.
The campaign hardly marks the first time Nike, whose "Just Do It" slogan is known worldwide, has waded into US social justice issues.
In September 2018, Nike made waves when it released an advertising campaign featuring US football player and activist Colin Kaepernick, criticized for kneeling during the US national anthem at games in protest at racism.