Nike's "For Once, Don't Do It" Assignment

This case study examines Nike’s powerful response to systemic racism with its “For Once, Don’t Do It” campaign, launched in the wake of George Floyd’s death. Through stark, text-only messaging, the ad encouraged viewers to confront racial injustice and sparked widespread conversation on brand activism. Students will explore how purpose-driven advertising can build emotional connection, foster brand loyalty, and reflect evolving consumer expectations around corporate responsibility.