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Nike’s ad addressing the police-involved death of George Floyd, is drawing widespread praise online—including from some competitors—but also some scorn, with some critics accusing the sportswear giant of commercializing the tragedy.

The company—which released the 60-second spot from Wieden+Kennedy Portland on Friday evening—is among a large group of brands and marketing industry professionals weighing in on the tragedy, as protests continue nationally and in Minneapolis, where Floyd, a black man, died six days ago after a white police officer kneeled on his neck.

Nike’s ad, which was released to its social media channels, twists its long-used tagline to encourage Americans to not turn their back on racism, and “For Once, Don’t Do it.” It’s is being widely shared online, even by competitor Adidas, as well as by celebrities including Mindy Kaling and Caleb McLaughlin.