"For once, don't do it ... Don't pretend that there is not a problem in America", this is how Nike's video posted on Twitter last Friday starts. "Don't turn your back on racism. Don't accept that they take innocent lives from us. Don't make any more excuses. Don't think that it doesn't affect you", the white words continue to be displayed on a black background.

In a rare moment of solidarity between competitors Adidas retweeted the video, with a message that said: "Together is how we move forward. Together is how we make the change".

The message came as protesters from all over the United States are taking the streets, against the treatment of George Floyd, an African American who died at the hands of the Minneapolis police, last week. Floyd's death was captured by cell phone video and seen all over the world.

This is not the first time that Nike gets involved in social justice issues in the US. Back in September 2018, Nike launched an advertising campaign with American football player and activist Colin Kaepernick, criticized for kneeling during the US national anthem at games in protest against racism.