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This is what Nike said: "For once, don’t do it, don’t pretend there’s no problem in America. Don’t turn your back on racism. Do not accept that innocent lives are taken from us. Don’t use any other excuses. Don’t think this isn’t about you. Don’t sit silent. We are all part of the change."
Just to put things into context, both Nike and Adidas have young, racially diversified customer bases who demand their brands take a stand (a stand which compatible with their values - even if their values tend to go towards passive slacktivism - note: Uber saw no decrease of its young users following its ethical scandals).
Well, bravo for Nike and Adidas for hijacking the conversation, but let's be honest here: That was opportunism at its best. Well, they know their audience, they know their audience is watching their reaction, they know what is expected of them - and hey let's dip this in our legendary "just do it" slogan. And Adidas? That was a stroke of genius to relay their eternal arch-nemesis and make it look like "let's put our differences behind us as brands and competitors because together is the way forward. Together is the way to change” - ah oops "together is the way forward. Together is the way to change" are the exact words used by Adidas in their retweet.
This sent both - the Nike and the Adidas fans into a frenzy.
These fans are young and racially diverse as I told you, and they tend to be customers to brands that mirror their values. See how evil the Nike-Adidas genius is? The two evil stepsisters dressed up as Cinderella waiting for the prince and his sneaker!