Most U.S. corporate bosses have stayed silent on President Donald Trump's immigration curbs, underscoring the sensitivities around opposing policies that could provoke a backlash from the White House. But to be sure, some CEOs were more outspoken, with Nike's CEO Mark Parker was amongst those to take a position against the executive order, condemning it as an affront to American values.

"Nike believes in a world where everyone celebrates the power of diversity," Parker said in a statement. "Those values are being threatened by the recent executive order in the U.S. banning refugees, as well as visitors, from seven Muslim-majority countries."

Parker has previously been vocal about issues of diversity, publishing an open letter in July on the Dallas shootings, and revealing at the time that 52% of Nike's workforce was made up of 'minority' employees.

While Nike joins leaders such as Airbnb, Microsoft and Starbucks in denouncing the order, many of their counterparts in various other industries either declined comment or responded with company statements reiterating their commitment to diversity.

The difference in response shows the pressure large swathes of corporate America faces to avoid tussling publicly with the new administration.

Industries including banking, healthcare and auto manufacturing “see themselves on the cusp of a new era of deregulation, and they do not want to do anything that would offend the new emperor,” said Cornelius Hurley, director of Boston University’s Center for Finance, Law & Policy.

As the idea of corporate social responsibility has taken root, so companies have increasingly championed a range of causes, including gay rights, diverse workplaces and a global view.

Many in corporate America are still trying to work out how to deal with a new government that takes a more conservative stance on some social issues and has an anti-globalisation platform.