In attempt to eradicate racism from soccer worldwide, In 2011, Asics developed a campaign called "Boots Against Racism". Broadly used as a unifying force contributing to the destruction of racism world. The advertisement pictures of famous footballer Sabastian Abreu wearing one black cleat and one white cleat playing with these boots. By using a notable figure, the ad appeals to soccer fans with the push of Asics. Along with the slogan "Racism cannot play and Racism cannot win", the stunt of performing in a national televised game across Brazil during prime time caused the message to be passed to whole country through the web.
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