When Nike just did it wrong
In May 2020, we saw a resurgence of the Black Lives Matter movement, serving to highlight racial tensions throughout America and indeed, the world. Later, Nike shared a “Don’t Do It” campaign, asking us not to turn our backs on racism.
Again, while well-intentioned, it was quickly criticised by marketing maven Mark Ritson. In a no-holds-barred essay on
marketing and racial injustice, Ritson remarked:
“While it’s great that Nike wants to make a statement about racism and the lack of representation that African Americans face, it should also be apparent that Nike is not part of the change it seeks to promote.
“With the exception of its social media campaign, it really isn’t doing much to confront this issue.”
He illustrated his point with an eye-opening image of Nike’s leadership team at the time – all of whom appeared to be white North Americans.