Ahead of the 2020 election, Nike launched a star-studded mobilization campaign called “You Can’t Stop Our Voice.” The video begins with a medley of some of sports’ biggest stars, including LeBron James and Naomi Osaka, and ends with them wearing shirts emblazoned with “VOTE.”

Nike was not alone. Under Armor launched the “Run to Vote” digital campaign, which showed runners wearing its activewear and offered resources for registering to vote on its website. Absolut Vodka has released ‘Vote First, Drink Later’, the brand’s first video ad in years. The company also gave its employees a day off to vote.

But in 2024, in an increasingly divisive election cycle, these same companies and many others have been less active in encouraging voting. The flashy, star-studded ads just aren’t there.

Although Nike has not released a digital campaign for 2024, the sportswear giant says it has partnered with the nonpartisan groups Time to Vote and When We All Vote and allows employees to take time off to vote.

“NIKE, Inc. has a long history of providing America’s workers with the resources and time they need to vote. We are providing eligible U.S. employees with paid leave options to ensure everyone has the time, access and opportunity to vote,” the company told CNN in a statement.

Under Armor and Absolut did not respond to CNN’s request for comment.

Staying on the sidelines in this election could be a good business decision, as 52% of Americans say they have boycotted a brand because it remained silent on a political issue, or purchased or avoided brands because of their politics , according to a report from public relations firm Edelman. This represents an increase of 2 percentage points compared to 2023.

Despite the nonpartisan nature of get-out-the-vote campaigns, companies may view any political appearance as a risk not worth taking.

“There is literally no return on investment for getting involved in politics because you’re going to piss on half your audience no matter which side you choose,” said Peter Shankman of marketing firm BluShark Digital. “Even if you don’t pick a side, no one is going to say, ‘Wow, I’m going to change my shoe brand or sneaker brand because they want me to vote.’”

Some small brands don’t mind the attention

Not all corporate America has been silent about encouraging voting. Some brands have experienced success and acceptance from their consumers thanks to a mobilization campaign during this election period.

Online sleepwear company Petite Plume created a line of pajamas with embroidered slogans like “Vote” and “Future President” and “Future Voter” for its children’s collection. The company also donates 20% of proceeds from the sale of its personalized line to I am a votera nonpartisan organization aimed at educating and mobilizing voters.

The key for Petite Plume was to remain neutral while encouraging voter engagement.

“We were very careful not to lean in any one direction,” said Emily Hikade, the company’s founder. “I think most of our customers realize how important it is to get out and vote now, more than ever to make your voice heard – regardless and regardless of who you vote for.”

Away, a luggage and travel accessories brand, went the extra mile to support the vote. The company created the I Am a Voter cases in partnership with the nonpartisan group and turned 15 of its stores into voter registration sites on National Voter Registration Day.

“Any time a brand takes a stand, there is an inherent risk. But for us, it’s about authenticity,” said Jen Rubio, CEO and co-founder of Away, in an email to CNN. “Getting involved in voter engagement deeply aligns with our values. This is not about promoting a particular point of view; it is about supporting the fundamental right to participate.

The key to brands being successful in getting out the vote is knowing their audience, says Shankman. A brand with a high percentage of like-minded customers will easily adopt the brand message.

“No one is saying you don’t have the right to be passionate about the upcoming election,” Shankman said. “But understand that not everyone who uses your business or buys your product will think the same way as you. I would never tell a client to go into politics, but if they want to, at least understand your audience.

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