As the aftershock starts to set in following the death of George Floyd — the latest victim in a recent string of killings of African Americans at the hands of police officers and other would-be authority figures — thing are shifting for boldface footwear brands.
Companies that are oftentimes vocal on controversial issue and those that have historically steered clear are all taking a definitive stand.
Adidas
On Twitter, Adidas expressed its support of fellow athletic wear company Nike‘s message with a retweet, adding the text: “Together is how we move forward. Together is how we make change.”
Alexander Wang
In the luxury space, Alexander Wang shared a post encouraging followers to consider donating to social justice organizations.
Brooks Running
Like Adidas, Brooks Running also shared the Nike clip on its Twitter account with the caption “When we all step up, the world steps forward.”
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Fabletics
Fabletics pledged on Instagram to donate $50,000 to the American Civil Liberties Union to support its fight against racial injustice.
Fila
Fila announced via Instagram a donation of $100,000 to Black Lives Matter, encouraging followers to “take the necessary steps alongside us for a more equal and just tomorrow.”
Hoka One One
Hoka One One wrote “We fly higher when we fly together. #blacklivesmatter.” It published a series of messages on Instagram, finishing with the poignant note of “The time is now.”
J Slides
“As a brand, we pride ourselves in our diversity and inclusivity. We stand up when those values are threatened,” the brand wrote on Instagram June 1.
Kith
Buzzy sneaker boutique Kith shared a message calling for change, writing: “We implore you to not sit idly by during these horrific times, but rather to let them fuel you to demand a higher standard.”
Merrell
Merrell sent a strong message on Instagram, “No matter who you are, where you came from, who you love or how you move, we should all be able to safely enjoy the power of being outside, or wherever life takes us,” the brand wrote. “We recognize that not everyone has the privilege to get outside safely and without fear.”
New Balance
The sneaker giant called not just for words but for peaceful action. It urged its 5.5 million Instagram followers to sign the petition for Justice for George Floyd and declared that it cannot be silent on key issues.
Nike
A brand that rarely backs down in the face of contentious affairs, Nike took to social media Friday night to share its stance on the case circulating around Floyd. For the first time, the brand switched up its iconic “Just Do It” slogan in a powerful video it shared across its social media pages.
“For once, don’t do it. Don’t pretend there’s not a problem in America. Don’t turn your back on racism. Don’t accept innocent lives being taken from us,” the text reads. “Don’t make any more excuses. Don’t think this doesn’t affect you. Don’t sit back and be silent. Don’t think you can’t be part of the change. Let’s all be part of the change.” Adding in the hashtag #UntilWeAllWin, the video was shared across all of the brand’s social media channels including its owned-brands Converse and Air Jordan.
Nordstrom
Nordstrom shared a powerful message to its Instagram account, writing: “We need change. As a company, we know we have the opportunity to make things better, which is why over the past several years we’ve amplified our efforts when it comes to diversity, inclusion and belonging at Nordstrom. It begins not only by speaking out, but by listening.”
Puma
Puma shared its own post on Instagram Saturday, in which it defined the word “reform.” The brand announced it is choosing to support the Minnesota Freedom Fund and encouraged followers to donate to the cause, writing: “We need to take action together.”
Rag & Bone
Rag & Bone posted a message, standing “firmly against hatred, injustice and against violence in all its forms.” The label further pledged to “use our voice and our platform to promote equality.”
Reebok
Reebok joined the list of brands sharing thoughts on social media with a series of three text-filled black and white photos. The first reads “Without the black community, Reebok would not exist. America would not exist.”
The athletic company then added in the next two slides: “We are not asking you to buy our shoes. We are asking you to walk in someone else’s. To stand in solidarity. To find our common ground of humanity.”
It then captioned the post on Instagram with a final message of “To the black community: We see you. We stand in solidarity with you. This can no longer be the status quo.”
In addition to sharing its own message, Reebok reposted a video by Shoe Palace that was put up two days prior.
Stadium Goods
Stadium Goods acknowledged the contributions of the black community in defining the streetwear space and sneaker culture. “We are a company built on community, and our community is in pain because black members have been victimized by systemic racism for far too long,” wrote the retailer.
Under Armour
Under Armour announced across its social media pages that it stands for equality The brand stated: “One playing field. One voice. One future where we’re truly equal. Because united, we win.”
