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Death of George Floyd : us companies show their support for the anti-racism movement

"Do not turn your back to racism," wrote Nike last Friday in a short video posted on Twitter. Showing his support for the movement "Black lives matter" ("the life of The Black account") in the United States, the global sports apparel eschewed his famous slogan "Just Do It" to transform it into negation. "For once, don't do it", could one read about the publication : a good way to invite citizens to stop doing as if there was no problem in America".

read also : At Minneapolis, under curfew, the inhabitants organized their defense

The death of George Floyd in Minneapolis on may 25 has caused a strong reaction across the United States. This Afro-american is death "homicide" because of the "pressure on the neck" by a police officer during his arrest in the north of the country. For seven consecutive days, the country is ablaze, in response to the deep racial divisions that continue to fracture the country. Hundreds of thousands of Americans took to the streets to denounce racism, police brutality and, more generally, social inequality.

The brands are taking the lead and are also immune to boycott. They were draped behind the ethics.

Guillaume Foucault, president of Corpcom.

in the Face of such a phenomenon, a wide range of companies has clearly taken a position to support the movement. In addition to a few signs atypical, such as Patagonia, which long cultivated an identity of responsible social and ecological, the marks shall generally not be associated to any camp, especially on social issues. But in recent years, consumer expectations have evolved and many are now considering the companies as levers of societal change and policy. "Brands are taking the lead and are also immune to boycott. They speak of the acts of faith, or argue positions, and cloaked behind the ethics," analyzes the president of the public relations agency Corpcom Guillaume Foucault.

social networks are platforms to support

Shared to this day by almost 100,000 users on the social network, the post of Nike has even been retweeted by competitors such as Adidas and Converse. All have cracked a message of solidarity to celebrate their union. "It is together that we go forward. It is together we change things", has also written to Adidas. Nike was not his first taking of a position : the brand was chosen in 2018 the football player Colin Kaepernick, icon of the struggle for the rights of Black people, to celebrate its thirty years.

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