Nike is under heavy fire as the “Don’t Do It” campaign threatens to spread through the web and into the real world of action sports goods. The group of activists wants to halt the way surf and skate consumers are being used in this wide market. The “Don’t Do It Foundation” has been created to “educate and spread awareness of the roots of the surf, skate and snowboard industry”. The pioneers of the protest movement want to explain everyone that “money is power, and it is the consumers that have this power”. “We encourage you to empower those companies who were born out of passion, rather than those companies who wish to take someone else’s passion down their own path”, explain the “Don’t Do It Foundation” activists.

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Don’t Do It Foundation attacks the surf and skate industry

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