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Nike was not the only big company to make a statement in the country's cultural wars this week: San Francisco jeans manufacturer Levi Strauss & Co. returned to the race by pledging to fund activism .
"As powerful business leaders in the public and political spheres, we simply can not be silent about the issues that threaten the very fabric of the communities in which we live and work," said Chip Bergh, president and chief executive officer. CEO of Levi. -ed for Fortune. "While taking a booth may be unpopular at some, doing nothing is no longer an option."
The announcement was made the same week as Oregon sportswear giant Nike announced a campaign featuring former San Francisco 49ers quarterback Colin Kaepernick.
Nike's incursion into the national anthem plunged his actions and prompted protests from those who believe that his protests on his knees do not respect the country's military veterans. President Donald Trump intervened, of course, saying that the movement had sent a "terrible message".
Levi's announcement quickly caught the attention of the National Rifle Association and gun rights advocates on social media. The NRA said that the legendary jeans maker "has taken a public stand against" the right of the Constitution to bring weapons and customers who support him.
.@LeviStraussCo took a public position against the # 2A and distinguished the pro-2A customers. They partnered with @Everytown for "Gun Safety" – which does nothing to promote the safety of firearms. Everytown's mission is to destroy 2A and disarm law-abiding citizens. https://t.co/Vxz5IhoDHk
– NRA (@NRA) September 5, 2018
There was a lot on Twitterville that was heading towards this bandwagon, like Cacho Perez, who identifies himself as a member of the NRA.
It's time to ban Levi's and make them feel pain like Nike!
– Cacho Perez (@ CachoPerez45) September 5, 2018
But there was also a lot of ready to defend the draper, like Star Trek's star, George Takei, who tweeted, "Good for them."
Good for them. https://t.co/4XMUhNpc9x
– George Takei (@GeorgeTakei) September 5, 2018
In its announcement, Levi's announced it would donate more than $ 1 million over four years to a "Safer Tomorrow Fund" for young activists and groups working to end gun violence in America. the time to become more politically active.
Levi's also announced its partnership with Everytown for Gun Safety, the country's largest gun control group, as well as business executives, including Michael Bloomberg, to form a coalition of world leaders. the company's moral obligation to do something against the epidemic of armed violence in this country.
Mr. Levi stated that the decision was made in response to customer complaints about customers bringing concealed weapons to his stores, one of whom actually shot himself while trying on the iconic denim trousers. . The company noted that it has a long history of social activism, including being a gay rights leader for employees.
"We have never been afraid to take an unpopular stance to support greater good," the company's statement said.
It remains to be seen how this will be done with investors and consumers. The company recorded its third consecutive quarter of double-digit revenue growth in May.
Dick's Sporting Goods announced last month a larger-than-expected quarterly sales decline, after announcing that it would stop selling assault rifles and high-capacity magazines and prohibit the sale weapons under 21 after a Florida massacre in February. .
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