The final paper deals with the concept of brand activism, which will serve as a basis for understanding its importance in today's society, which has become demanding and no longer buys products just because of their functional properties, but develops an emotional connection and shares its values through brand products. Corporate social responsibility described in the third chapter has led to the creation of a brand activism, a marketing strategy that not only represents the value of the brand but addresses social, environmental, economic and political issues, takes a stand on them and calls for action. In order for brands to create convincing communication and convey their message and influence consumer attitudes and behaviour, they use persuasive communication tools that will be dealt with in chapter five. The sixth chapter lists the most famous brand activism campaigns in Nike that have marked the long history of Nike's struggle against animosity, hatred and inequality in society and their impact on consumers. The last part of the final paper will analyze two of Nike's ads “Dream Crazy” from 2018 and „For once, Don’t Do It“ from 2020, which aim to highlight the problem of racial inequality in America and foster positive change in society. Advertisements will analyze: 1. What features of brand activism appear in advertisements 2. What are the persuasion techniques and tools used in Nike's ads The overall aim of the paper is to recognise the importance of brand activism as a marketing strategy and the power of persuasive communication as a prerequisite for sending strong and influential messages with the aim of consolidating and changing consumer attitudes on the example of the Nike brand, which managed to brand itself addressing social problems and creative incentives for consumers to be part of a positive change.