In decades past, social-justice support from an apparel brand was unheard of. Now the landscape is different, with socially and politically astute Gen-Zers and millennials forcing brands to take a public position on issues of gender, race and sexuality
ON THE EVENING of May 29, protests sparked by the death of George Floyd at the hands of Minneapolis police officer Derek Chauvin spread across America. In response, Nike released a minute-long social-media video that flashed directives like “Don’t turn your back on racism,” and “Don’t sit back and be silent.
” Competing brand Adidas promptly retweeted the ad, which has been viewed over 20 million times across platforms, tacking on its own message: “Together is how we move forward. Together is how we make change.” This unlikely fusing of industry rivals paved the way for a deluge of “we care” statements from other apparel...
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