#THIRDSALUTE was kicked off by Olympic Champion Tommie Smith and is directly inspired by his famous silent gesture at the 1968 Olympic Games, exactly 50 years ago. After he received his gold medal, Smith bowed his head and raised his fist in a silent gesture, which drew attention to human rights abuses and discrimination. Upon leaving the stadium, he faced boos from the crowd, but he stood by his statement and bravely raised his fist a second time. #THIRDSALUTE will bring together celebrities from the worlds of sports and entertainment to post a picture of themselves online, raising their fists just like Tommie Smith did.
On 16 October, Tommie Smith posted his first video on Instagram and Twitter, challenging people whom he respects to join him in the salute and to challenge their friends. For each picture or video posted with the hashtag #THIRDSALUTE, PUMA will donate 1 USD, up to 100,000 USD, to the American Civil Liberties Union (ACLU), an organization which has defended the rights enshrined in the US constitution for almost 100 years. PUMA hopes that through the multiplying effect of #THIRDSALUTE a much greater amount will be raised, while firmly putting universal equality and human rights in the spotlight of public debate.
#THIRDSALUTE is part of PUMA’s recently launched #REFORM campaign, which creates a platform for celebrities to campaign for the causes they care most about, such as universal equality, criminal justice reform and gender equality.
For almost 100 years, the ACLU has worked to defend and preserve the individual rights and liberties guaranteed by the Constitution and laws of the United States.
Personal campaign progress