Nike

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After decades of telling consumers to “Just do it”, Nike made the brave decision to mess with its brand heritage, inverting its own slogan in a bid to combat racism and support racial equality. “For once, don’t do it,” the sportswear label told consumers. Never one to cower from saying the right thing, however political, Nike’s tribute to late basketball player Kobe Bryant, saw Kendrick Lamar telling the world to “be better”.