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Case Study: Nike & Colin Kaepernick “Just Do It” Campaign

Case Study: Nike’s 30th Anniversary “Just Do It Campaign” With Colin Kaepernick

Brian Urvater and Courtney Vandegrift

Comm 473: PR Campaigns

Professor Renea Nichols

September 28, 2021

When Nike released the 30th anniversary “Just Do It” campaign, Nike’s brand leadership team members were taking a calculated risk. They knew full well how Kaepernick’s high profile protest might rub some of its consumer base the wrong way, yet they moved forward with it anyway In 2018, Nike launched a new ad campaign that was based on a strong political conflict capable of tearing apart the United States. The nation was polarized as a result of increased racism, police brutality, and social injustice. In the midst of an era labeled as the Black Lives Matter movement, where african americans felt oppressed and helpless due to the violent attacks against black communities across the country, Nike drew a great deal of attention with their new campaign strategy that showed support for black communities, athletes, and civil liberties proponents. The ad featured professional football player and civil rights activist Colin Kaepernick, best known for taking a knee during an NFL game’s national anthem to protest social injustice and police brutality. The advertisement image began with a quote that stated “Believe in something. Even if it means sacrificing everything.” Since Nike is a sports gear and apparel company, their products fit well into this campaign strategy because it highlights a celebrity athlete that is known worldwide. Their main objectives were to bring headline attention to the campaign by highlighting athletes that were pushing boundaries in society in some way.

This case study’s purpose is to research the public relations methods used in the 30th anniversary of the “Just Do It” Nike social media campaign featuring prominent NFL figure Colin Kaepernick. With input from former NFL player and founder of Go Big Recruiting Ross Tucker, this paper reflects the communications strategies used by Nike’s PR department to send a specific message to their target audience and influence their perception and brand loyalty. By taking a stand for a controversial social figure during a time of political disarray, Nike took a risk to convey their brand as a platform that brings attention to important social and political matters. Since the launch of the campaign in 2018, Nike has continued to represent themselves as an organization that supports local communities and athletes. By bringing more thought to important social issues such as systemic racism and police brutality, their objective is to use sports as a platform to accelerate social movements and reflect their brand as an organization in favor of activism and reform. Their message to consumers is strong and impactful, showing consumers that it is more than just sports, but also about making the world a better place by giving athletes a platform to discuss social problems and encouraging young athletes to take a stand for their own values and beliefs.

Communication Plan

Situation Analysis:

Nike is a retail organization that provides high quality athletic products that are used by professional sports organizations and aspiring athletes around the world. The light weight material of their clothing and the superiority of their sports products have made Nike the most prominent sports brand in the world. The company has partnerships with several professional leagues including NCAA, NBA, MLB, and NFL. In terms of distributing products, Nike has over 1,000 factories and over a million employees, which makes for a fast, efficient distribution process that translates to major financial success. The company brands itself well with a globally recognizable swoosh logo and a short, confident slogan known as “Just Do It,” which represents their mission to inspire athletes to pursue their wildest hopes and dreams. Nike not only uses famous athletes to endorse their products and engage with their sports-devoted audience, but the organization also pays close attention to social trends and issues that are impacting the United States. By using social responsibility to advance their agenda, the organization increases their popularity and widespread attention, and ultimately influences brand loyalty among consumers. Additionally, the use of controversial social justice campaigns has proven to be beneficial to Nike’s reputation of goodwill because it can lead to national headlines and widespread media attention that helps guide public opinion in the area of social awareness.

The organization depends on the United States market for revenue more than any other country. 40% of Nike’s revenue comes from North America, which leaves the company exposed to factors that can negatively impact the business. It presents a high risk when a company focuses on a single market because public relations and marketing campaigns can backfire if that specific market does not agree with the ideas presented by the organization’s campaign. Accordingly, this specific case study reviews a high risk social media tactic during a time of social dispute in the United States. With Nike’s growing competition, it is important for them to discover new strategies of engaging the public and grabbing the attention of their audience in which they simultaneously represent the values and beliefs of their brand.

In 2016, world renown San Francisco 49ers quarterback Colin Kaepernick took a stand against social injustice and police brutality by kneeling during the national anthem before a nationally televised game. This act led to public backlash from angry consumers over the idea that a high profile figure disrespected the U.S. flag in front of thousands of people. However, this performance of social activism came at a time of mass hysteria during BLM movements, where the nation was polarized due to increased rates of police cruelty and inequity among black communities. Young black athletes around the country were determined to fight for their civil rights and protect their liberties. In their pursuit to support athletes and black communities, Nike supported social justice activism by launching a social media campaign that focused on the controversial behavior of the NFL star. The organization’s goal was to convey the bigger picture of sports by incorporating the concept that athletics can be used as a platform to bring attention to important social and political issues. At the same time, Nike hoped to encourage consumers to follow their largest dreams and stand up for what they believe in. This multifaceted technique was a unique way of expressing the organization’s core standards and values. In a time of social dispute, Nike aimed to gain massive media attention through the campaign by developing a high risk social media strategy that would get people talking about sports and its relationship to real world issues.

Following his idea to kneel during the national anthem, an outbreak of disapproval for Colin Kaepernick surged throughout the nation. A poll during the 2016 season named Kaepernick the most disliked player in the league, with 37% of caucasians saying they “disliked him a lot,” and 42% of African Americans saying they “liked him a lot.” However, according to survey research conducted by YouGov to determine how Nike customers feel about Colin Kaepernick, 46% of responses revealed a positive outlook on the NFL star while 23% see him in a negative light. This reveals that a majority of Nike customers support social activism and the push for reform in the area of racial inequality and police cruelty. Therefore, by creating a social media campaign around Colin Kaepernick and social activism, Nike hoped to strategically reach their target audience and influence public opinion about their brand. However, other research states that 53% of Americans object to the idea of kneeling during the national anthem because they consider it to be disrespectful to the flag and the country as a whole. There was a high risk in launching a marketing campaign that was created from these statistics, but Nike is a company that thrives on taking risks with the public because they want their organization to be unique and stand out among others.

According to the Washington Post, the decision to use Colin Kaepernick as the main figure in their ad campaign was popular among young Americans. Cindy Boren from the Washington Post stated that “a Quinnipiac University poll showed voters approved of Nike’s decision to feature Kaepernick in its latest ad campaign, 49 percent to 37 percent.” The poll also determined that there was a large age gap among people who agreed and disagreed, “with those 18 to 34 approving of Nike’s decision by a 67-21 margin, while voters 65 and older disapproved of the decision, 46 to 39 percent.” Overall, the 30th anniversary of the “Just Do It” campaign was creative in the sense that it took a controversial social issue and turned it into something positive and innovative, in hopes that it would be beneficial to social movements, activist athletes, and eventually would influence product sales.

On the political side of the research that went into this campaign, there was a strong disconnect between opinions of whether kneeling during the national anthem was considered to be morally acceptable. According to a NY Post article, in a poll of 1,570 Americans, “Democrats strongly favored the right to protest, at 77%. Only 20% of Republicans, and 20% of self-described Trump voters, said yes. Along racial lines, 77% of blacks, 57% of Hispanics and 47% of whites answered positively.”

Nike also collected data about the overall reactions of consumers to brand’s voices about social issues and controversial topics. In a poll conducted by Sprout Social, 1,000 American consumers were asked if “people want brands to take stands on important issues.” 66% of consumers responded that “it is important for brands to take public stands on social and political issues.” This information was important to Nike’s decision to launch this campaign because it conveys what consumers are looking for in a brand. Many consumers, especially younger people, look for brands that they can personally connect with from an ethical standpoint. Furthermore, a 2017 survey from Edelman found that “the majority of millennials (60%) are belief-driven buyers” that trust a company based on the company’s brand identity and social/political beliefs. 53% of Millennials pay attention to how companies that they purchase goods and services from act with political and social matters. Moreover, 80% of teens, which is a huge target audience for Nike, support the Black Lives Matter movement. Looking at this research from an economic standpoint, younger generations are crucial for Nike to engage with through tactics such as these. According to a Forbes article by Jules Schroeder, “Millennials have $200 billion in buying power and Gen Z has $143 billion in direct buying power”, which is an area Nike wanted to take full advantage of with this campaign strategy. Nike’s decision to take a public stand on a social issue and promote Kaepernick in order to gather more attention and connect with their audience on a deeper level was a thoroughly researched public relations strategy.

Nike aimed to create a strategic communications plan that highlighted social and political issues that were impacting athletes and communities around the country. More specifically, the campaign intended to support the revolution against social injustice in black communities due to implications of racism through police brutality and racial profiling. In order to accurately display their support for social movements occurring throughout the U.S., Nike centered their campaign strategy around Colin Kaepernick, whose decision to kneel during the national anthem to protest against racism and social injustice conveyed his will to sacrifice his career for the greater good. However, his actions on the field also sparked mass amounts of controversy throughout the country.

One objective for this strategy was to raise awareness about an important issue. Nike describes themselves as an organization committed to addressing systematic racism and supporting local communities. They thrive on showing their support for social movements and using their platform to address underlying societal issues. By combining the sports world with the need to raise awareness about important topics, the campaign strategy targets a wide array of people. Not only did Nike desire to catch the eye of black communities, athletes, and sports fans by promoting a controversial social problem through a large, sport-based platform, but the organization also aimed to target millennials and Gen Z-ers in hopes of positive responses in a harsh political climate. Additionally, Nike planned to gain widespread media attention that would advertise the goodwill of the brand and appeal to younger, more prosocial generations. Additionally, the attention gathered from the campaign would boost brand loyalty and social media engagement. Although it involved high risk, the 30th anniversary of the “Just Do It” campaign was something that yielded extreme success.

Another objective included exemplifying the organization’s mission statement. As expressed by the founder of Kaye Media Partners Karen Mcfarlane, “Nike’s mission is to bring inspiration and innovation to every athlete in the world. Colin Kaepernick, through his advocacy, conviction, and talent on and off the field, exemplifies those values in the strongest of terms.” By launching a strategy that uses a prominent athlete who is known for social activism in the campaign, it will raise awareness for the issue and positively impact the social credibility of Nike. Additionally, by utilizing a notable person who gained national attention for sparking a controversial issue, Nike aimed to earn massive media attention that would engage their audience in order to promote the ethics and goodwill of the brand. This strategy brings attention to social concerns and connects the activism for these issues to Nike’s brand. Furthermore, this campaign tactic gives athletes a platform to speak out about their views on social issues, thereby impacting a large target audience of sports fans, young athletes, social activists, and black communities. Through this campaign strategy, Nike conveys that their organization stands by its athletes through political chaos and controversy, which sends a clear message about the brand’s identity to the target audience about what kind of company Nike intends to be known as. This communications plan proves that the company is principled and loyal to its publics, and is willing to fight for social justice despite the risks involved.

http://https://www.youtube.com/watch?v=jBnseji3tBk

Execution:

To execute this plan, Nike made the decision to partner with notable NFL quarterback Colin Kaepernick. The campaign, launched in Fall 2018, includes a close up image of Kaepernick with the quote, “Believe in something. Even if it means sacrificing everything,” across the picture. The famous Nike swoosh logo and slogan is printed on the bottom. This poster was distributed through social media platforms and on billboards. The campaign was first announced through Kaepernick’s social media accounts, which increased the amount of initial views and shares. In addition to social media shares, the image was also printed on billboards in prominent locations such as Times Square.

The poster is paired with a full advertisement called “Nike Dream Crazy” that features young and experienced athletes and encourages viewers to follow their dreams despite any roadblocks that may hinder their success. The narrator of the commercial says, “because calling a dream crazy is not an insult, it’s a compliment.” Not only does the ad stimulate viewers to push for their biggest goals, but it also addresses the idea that it’s bigger than sports; it’s about making a difference in society and the world. The ad expresses this message by featuring pro athletes such as Lebron James and Colin Kaepernick. A video of all star NBA player Lebron James speaking out at a rally is accompanied by the narrator saying “don’t become the best basketball player on the planet, be bigger than basketball.” This message encourages the audience to take a stand against social issues just as Lebron James and Colin Kaepernick have.

The audience is able to see Nike as a company that protects social equity and works for the benefit of communities. The commercial tries to spread the message that sports are not just for entertainment, but they are a platform for spreading valuable messages and ideas that can positively impact society. Another theme is also presented in the commercial that reinforces the idea that people should work for their dreams no matter what barriers they have to break through. This message is presented with the stories of athletes like Shaquem Griffin, who plays in the NFL with only one hand, and Serena Williams, who grew up in Compton and later became one of the most talented athletes in the world. Overall, the creative aspect of this campaign sends two messages to publics: It’s bigger than sports, and anything is possible if you put your mind to it. As per PR and customer service expert Anna Cachares and digital marketing specialist Beth Kramer, “Nike released the Nike Dream Crazy ad featuring Kaepernick on YouTube, which has over 2.6 million views. It is worth noting that Nike launched these ads on social media, not on traditional channels, which suggests that they are targeting younger generations (Millennials and Gen Z).”

In addition to the graphic and advertisement that Nike launched in the fall of 2018, Nike also began selling merchandise that symbolizes Kaepernick’s impact. For the four year anniversary of Kaepernick taking a knee during the national anthem, Nike created an all black jersey with the number 7. The number 7 is representative of Kaepernick’s jersey when he took a knee playing for the San Francisco 49ers. “Through his continuous commitment, the number 7 jersey has become an iconic symbol for progress and positive change” (Nike). This jersey sold out on the Nike website. “True to each other.  True to the movement.  True to 7,” (Nike). Selling merchandise that goes along with the social activism campaign also adds to the execution of the overall strategy because it further emphasizes the brand’s dedication to their cause. Nike is able to make extra profit off the campaign’s theme by selling custom jerseys that symbolize working towards progressive social movements and change.

Analysis and Evaluation:

This case study introduces the idea that Nike’s PR department is willing to abide by a “high risk, high reward” policy. The fact that research showed a split between public opinion of the Colin Kaepernick crisis in relation to the Black Lives Matter movement conveys that Nike is a brand focused on supporting high profile figures that are willing to push for social reform. In Nike’s “Black Community Commitment” page on their website, they reference that addressing systematic racism and encouraging action and reform is a top priority of the company. The brand identity Nike creates through supporting a controversial figure’s social advocacy is a great method of engaging their younger audience. Nike uses sports as a way to bring people together in unifying fashion to bring attention to important social issues and

spark change. Their use of innovative social media strategies not only increases their reputation of being a brand of goodwill and ethics, but it also grabs massive amounts of attention from media and consumers. By using Colin Kaepernick as a main figure to promote social activism in the area of racism and police brutality, the organization was able to make national headlines and promote their brand as an inspiring, community-driven company that is focused on using sports to make a change in the world. Former NFL player and entrepreneur Ross Tucker agrees that it is a lot more common in recent years for athletes to have a cause and stand up for issues that are important to them, and brands are beginning to take advantage of this factor because large audiences are likely to be “receptive and supportive to that.” A large company like Nike is able to take risks with controversial issues to gain media attention because they have a wide array of publics. However, In Tucker’s case, he tends to stay neutral with political statements because he does not want to “turn off” one side of his audience as a result of conflicting viewpoints. With their big

following, Nike has developed a strategy of using risky PR tactics to promote the goodwill of their brand, which is something that other smaller companies are unable to do in today’s political climate.

The poster image was successful in generating attention and presence on social media, and the video ad was successful in spreading important messages and influencing public opinion. According to Scharninghausen in the business wire press release, the single best thing about the ad as per 48% of viewers was the theme and message. In the first 24 hours of the campaign’s launch, Nike brought in $43 million worth of earned media, and their brand mentions increased 135% with over 2 million mentions (Cachares & Kramer). In addition, “Advertisin g analytics company Ace Metrix says that the Nike Kaepernick ad is “less polarizing than social media suggests.” Just 13% of consumers reported that they were less likely to buy from Nike after viewing the Dream Crazy Kaepernick ad. This dropped to 10% among Millennials and 6% to Gen Z.”

Overall, the 30th anniversary of the “Just Do It” campaign was created because it took a controversial social issue and turned it into something positive and innovative, in hopes that it would be beneficial to social movements, activist athletes, and eventually would influence product sales. In this case study, Nike proved that by supporting communities and athletes affected by social issues in the United States through unique social media marketing campaigns, and by tactically using prominent figures, target audiences can be successfully reached, ultimately having a positive impact on a brand’s social and economic success.

Current Information: ( https://about.nike.com/ )

The number 7 jersey being sold on the Nike website symbolizes the progress Kaepernick has contributed to the Black and Brown communities. This all black jersey is created and sold for the anniversary of Kaepernick’s impact. The corporate website offers insight into Nike’s mission and goals. “Our mission is what drives us to do everything possible to expand human potential. We do that by creating groundbreaking sport innovations, by making our products more sustainable, by building a creative and diverse global team and by making a positive impact in communities where we live and work.” This current information ties into the case study topic because it provides information about Nike’s determination to make a difference in society by positively impacting communities in times of social despair. On the corporate website, there are four subcategories that describe the values of Nike as an organization, which ultimately support the campaign strategy for the 30th anniversary of the “Just Do It” slogan. The first category is “innovation,” where the company states that “to make big leaps, we take big risks,” which is true to the Coin Kaepernick issue because Nike supported an individual who was extremely controversial at the time for his activism for social justice. Next, the website refers to the team at Nike, where they describe their team of workers as “empowered, diverse, and inclusive,” ultimately representing the brand as a team that is united by sports. This is a feature that was represented in the Colin Kaepernick advertisement and currently persists as a main theme of Nike to encourage diversity and harmony despite cultural or racial backgrounds. Additionally, the website offers a look into “social and community impact,” where the company describes their belief that the power of sports can help change the world for the better. This concept was expressed with emphasis in the Kaepernick campaign, and is still a main theme of the organization that they continue to work towards today. Finally, Nike references “sustainable business innovation” on the corporate website to highlight a “sustainable future” in sports where athletes are able to thrive on a healthy, fair playing field and simultaneously use the power of team sport to improve social issues and positively impact the world.

Current Impact:

Nike’s legacy from the 30th anniversary of the “Just Do It” campaign continues to live on and have an impact on society today. In a 2019 New York Times article titled “Colin Kaepernick ‘Dream Crazy’ Ad Wins Nike an Emmy,” Nike’s ad campaign conveys its creative nature as the advertisement was awarded an E mmy for being an outstanding and creative commercial. The idea of including a social aspect that relates to sports not only attracts young viewers and sports fans to the brand, but it also engages an audience of politically interested publics. People interested in politics and social activism now see Colin Kaepernick as the face of the NFL for his actions on the field, and they are more impacted by Nike for their brand values and support of a controversial athletic figure (Junge Welt, 2021).

The organization continues to support athletes that stand up for social movements and systematic racism, leading to a return of support from activist athletes. According to a 2021 Huffpost article, “longtime Collingwood sponsor Emirates condemned racism and said it was behind the club “proactively adopting changes as per the recommendations identified in their report.” In a statement.” As a result of media success with Colin Kaepernick and the will to work towards a better future for the world, Nike continues to use the same PR strategy to promote their brand and connect with their target audience that supports defending social movements. Nike expressed that the company st ood “against racism and discrimination in any form,” and that it believed “in the power of sport to create an equal playing field for all”. Current articles illustrate the idea that Nike’s media success in a harsh political climate during their 2018 campaign suggests that the same social media tactics can be effective in encouraging brand loyalty among consumers: “Since Nike is known for large-scale advocacy campaigns to drive social change through sport, most notably with US footballer Colin Kaepernick, one expert said the brand could see its partnership with Collingwood as an opportunity rather than a PR nightmare (Williams, 2021).” Their new campaign with Collingwood will accomplish the same goals because it has potential for controversy while also articulating the company’s focus on fixing social issues and resolving systematic racism around the world.

Nike also continues to push for the advancement of social movements by spending money on lobbying efforts. Years down the road, the company still pushes the idea of being viewed as a social activism organization by lobbying on topics such as physical education grants, taxes and climate change, as well as the “Uyghur Forced Labor Prevention Act.” Nike is an organization that has been heavily criticized in the past for their use of sweatshops and child labor in developing countries. “‘In the first three quarters of 2020, Nike spent $920,000 on in-house lobbying of Congress and other federal agencies,’” the New York Times reports” (Lowe 2020). In order to convey to the public that the company holds good intentions and stands against unfair labor, they donate large sums of money to lobbying efforts. These issues have stemmed directly from the Kaepernick “Just Do It” campaign as Nike continues to adhere to the public by supporting social movements and the theme of making the world a better place.

Nike also continues to push their campaign with Kaepernick by c ommemorating anniversaries of his call to action with the kneeling protest. Four years after the social activism outbreak, Nike still pushes the campaign by selling special all black #7 Colin Kaepernick jerseys to increase profits and build off the highly su ccessful campaign. The company is able to continue their successful campaign by showing constant support for the activist athlete, commemorating him by holding special anniversaries that honor his stand against systemic racism and social issues related to the BLM movement. According to a recent article by Aaron Colen on Blaze Media, Kaepernick released a statement on social media about the bigger picture of sports and football, which is an idea that Nike forms around their brand through this campaign: “Four years ago, I took a knee to protest against systemic racism and social injustice,” Kaepernick wrote on social media. “It was that day that the number on my jersey would come to represent something greater than football, somethin g greater than me. Since then, the number 7 jersey has been a symbol for advancing the liberation and well-being of Black & Brown communities. Thank you for staying True.” People seem to resonate with the idea of buying Kaepernick apparel to support a social movement; “Nike released just two products related to Kaepernick, both of which were produced in seemingly low volumes and quickly sold out. They have been out of stock for months, and consumers searching ‘Colin Kaepernick’ on Nike’s website are encouraged to sign up to be notified about ‘future Colin Kaepernick products,’” as per a NY Times article. Nike is able to profit off these continuous social media campaigns because the connection to Colin Kaepernick went viral online and had an emotional conne ction with many viewers.

Despite all of the reactions from consumers, Nike did not put out any news releases for this campaign. The company communicated to their audiences and launched the cam paign primarily through social media and on billboards. On September 3, 2018 Colin Kaepernick posted a tweet of the Nike image he was featured i n. Nike retweeted this image and then launched the video advertisement a few days later. The only comment about the case came from Gino Fisanotti, North America’s vice president of brand for Nike. “We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward,” (Nike features NFL’s Kaepernick among athletes in ‘Just Do It’ campaign). Nike reported to ESPN about the partnership, and that business was the first one to spread the news.

Although Nike did not make many public statements, multiple media agencies and businesses made a comment about the campaign. The National Football League (NFL) issued a statement in support of the campaign just one day after the launch.‘“The National Football League believes in dialogue, understanding and unity,” NFL executive vice president of communications and public affairs Jocelyn Moore said Tuesday in a statement. “We embrace the role and responsibility of everyone involved with this game to promote meaningful, positive change in our communities . The social justice issues that Colin and other professional athletes have raised deserve our attention and action,” (NFL, 2018). This statement came to a surprise to some, since Kaepernick has been in a collusion case with the NFL since 2017.

Other media outlets covered the issue emphasizing the losses Nike was facing, and not on the issue Nike was taking a stance on. News outlets talked about how consumers were boycotting the brand. The Business Insider featured an article that talked about the hashtag, #Justburnit, which trended on social media with images of people destroying their Nike merchandise. This response toward the campaign showed a side of anger and opposed the collaboration.

This case study of Nike’s partnership with Colin Kaepernick provides a lot of insight in the field of public relations. Public relations professionals can learn from Nike’s strategies in this case to implement a strategic communications plan that engages their own audience in a meaningful way. Nike took a calculated risk when partnering with a public figure known for his polarizing beliefs. However, with Nike’s plan, they were able to create a campaign that drew in the attention of others. Their campaign provided the company an opportunity to use their platform to make a difference in society. Touching upon societal issues can be difficult, but when done appropriately they have a great impact. In addition to how Nike executed their plan, public relations professionals can take away how to use multiple platforms to get a message across to their audience. Nike utilized social media to spread their campaign as well as billboards in standout locations to grab the attention of others.

Another corporation who had a similar case to Nike was Pepsi. P epsi’s “Live for Now – Moments” campaign. This campaign was a video designed to come across as an advertisement that promotes diversity, unification, and touch on the issue of police brutality, similar to Nike. They also featured a public figure, Kenall Jenner to grab their audience’s attention. However, the advertisement was poorly executed and outraged many viewers due to the insensitivity in the short film. The advertisement shows a diverse crowd of people coming together to protest. The crowd is then joined by celebrity Kendall Jenner, who leaves her photoshoot to join the protest and hand one of the police officers a pepsi. After he takes a sip, everyone who engaged in the protest celebrates. The execution of this advertisement made the issues of racial inequality and police brutality a simple fix. Pepsi released a statement apologizing for the advertisement and explaining that their intended message was not relayed appropriately. This advertisement was taken off air almost immediately.

Another campaign that was successful in getting their message across to viewers was Airbnb. Airbnb created a campaign in response to President’s Trump closing the Ame rican borders to refugees in 2018. The advertisement aired during the Superbowl and was highly favored by the audience. The campaign was called “We Accept” and showed pictures of a bunch of different people of different nationalities. The quote on the advertisement read We believe no matter who you are, where you’re from, who you love or who you worship, we all belong. The world is more beautiful the more you accept.” Similar to Nike, Airbnb used their platform to address racial inequalities in society and bring attention to this issue. Although they did not use a celebrity, their timing of the advertisement got a huge amount of attention.

I believe that the tactics Nike used in this campaign were exclusive to their organization because it is difficult for a brand to side with a political viewpoint without losing a large chunk of their viewers. In a polarized political climate, organizations must be wary of the consequences of taki ng a side that part of their audience will not agree with. However, a company as big as Nike researched how people felt about Colin Kaepernick’s actions in order to determine the best strategies to implement into the campaign. Since they adhered to their young target audience and took a risk that conveys their brand identity and represents Nike as a brand of goodwill that supports social movements and activism, I think their PR department successfully accomplished their goals and objectives. I think their use of a prominent social activist figure in sports was a perfect way to display their brand identity and engage the most people possible. They were able to clearly get their message across to viewers that people should express their beliefs and fight for their values, even if it means losing everything you have worked for. After all, this idea of standing up for your own principles is the whole premise of the “Just Do It” slogan. Therefore, as a public relations professional, it is clear to me that their strategy of showing how people can “just do it” in a way that represents sports and social activism simultaneously was a remarkable way of gaining media attention and support from consumers.

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Nfl. (2018, September 4). NFL: Issues raised by KAE PERNICK deserve attention . NFL.com. Retrieved September 28, 2021, from https://www.nfl.com/news/nfl-issues-raised-by-kaepernick-deserve-attention-0ap3000000958222

Nike cashes in on Kaepernick and anthem kneeling with jersey celebrating the anniversary of the protests. (2021). Retrieved 27 September 2021, from https://www.theblaze.com/news/nike-commemorates-four-year-anniversary-of-national-anthem-kneeling-with-special-edition-colin-kaepernick-jersey

Nike’s Support For ‘Systemically Racist’ Collingwood A Critical Global Test For Both Brands. (2021). Retrieved 27 September 2021, from https://www.huffpost.com /archive/au/entry/nike-collingwood-lumumba-kaepernick_au_6025c91ec5b6591becd79cc1

Nike uses Kaepernick and BLM to distract you from their support of Islamophobic genocide. (2021). Retrieved 27 September 2021, from https://www.msn.com/en-us/news/world/nike-uses-kaepernick-and-blm-to-distract-you-from-their-support-of-islamophobic-genocide/ar-BB1bt97T

Stillman, J. (2021). Here’s the Data That Proves Nike’s Colin Kaepernick Ad Is Seriously Smart Marketing. Retrieved 28 September 2021, from https://www.inc.com/jessica-stillman/heres-data-that-proves-nikes-colin-kaepernick-ad-is-seriously-smart-marketing.html

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Behind Nike’s Decision to Stand by Colin Kaepernick

In July of 1988, Nike released the first of its ads under the slogan “Just Do It.” The spot featured Walt Stack, an eighty-year-old man, ebulliently trotting across the Golden Gate Bridge as part of his daily seventeen-mile run. “People ask me how I keep my teeth from chattering in the wintertime,” Stack says. “I leave them in my locker.” The same year, Nike released the first of a series of ads that paired the director Spike Lee with Michael Jordan, who was with the Chicago Bulls at the time. The wildly popular Spike-and-Mike ads didn’t fall under the rubric of “Just Do It,” but they were important to the Air Jordan line, which had been launched three years earlier, and went on to become the best-selling athletic shoe of all time. This was in spite of the fact that, two years later, Jordan was widely criticized for declining to endorse Harvey Gantt, an African-American Democrat challenging Jesse Helms, the race-baiting Republican incumbent, in a race for a U.S. Senate seat representing North Carolina, Jordan’s home state.

That history stands as a curious preamble to Nike’s decision to feature Colin Kaepernick, the erstwhile quarterback of the San Francisco 49ers, who has not played professional football in nearly two years, as a face of the thirtieth-anniversary “Just Do It” campaign. This is partly about the prerogatives of success: in 1988, Nike was trying to reverse declining sales and was still building its standing in sports beyond track and field. In 2018, though domestic sales in the sports-goods industry have lagged recently, Nike is a globally dominant brand and a supplier of apparel to the same N.F.L. that has rejected Kaepernick since he decided to kneel during the national anthem at the start of a game, to protest injustice and police brutality. (Kaepernick filed a collusion grievance against the N.F.L., and the league requested a summary judgment; following an arbitrator’s ruling, last week, it will go to trial. On Tuesday, in response to the ad, the N.F.L. released a statement that read, in part, “The social justice issues that Colin and other professional athletes have raised deserve our attention and action.”) Nike’s preëminence likely played a part in the calculations that led the company to feature someone as controversial as Kaepernick in the campaign. (Kaepernick has had a contract with the company since 2011, but it was on the verge of expiration when the company crafted an extension.) The ad, which Kaepernick tweeted out on Monday, shows a tightly framed image of his face, with the caption “Believe in something. Even if it means sacrificing everything.”

Kaepernick’s supporters hailed the ad for its boldness, but the negative reaction was swift and predictable. The Wall Street Journal reported that Nike stock fell nearly three per cent. On Twitter, irate critics posted images of burning Nike shoes—a cathartic move, perhaps, but an economically questionable one, given that those shoes were presumably paid for a long time ago. One meme features a photo of Pat Tillman, the former safety for the Arizona Cardinals, who quit football to join the Army after 9/11, and was killed in a friendly-fire incident in Afghanistan. The picture is paired with the caption from the Kaepernick ad. (Last year, in response to Donald Trump comparing Tillman with the kneeling football players, Tillman’s widow, Marie , requested that his memory not be used in ways that are divisive.)

At the same time, Nike’s decision isn’t so much a defiant recognition of dissent as an acknowledgment of the directions in which sports culture has already travelled. In 1988, Nike promoted the image of a solitary senior citizen running on a bridge not, presumably, because it was looking to break into the octogenarian market but because it was hoping to sell inspiration. The company seems to have aligned itself with Kaepernick for the same reason. While some people rage that yet again in America an ingrate-rebel has been rewarded, there is another narrative that Kaepernick conjures—that of an individual, driven by conscience, fighting a lonely crusade against forces more powerful than he is. The odds are far from being in his favor, but, no matter, he persists. In this telling, Kaepernick the subversive is transformed into something more legible, more familiar—an American character whom Steinbeck might have imagined. Goliath has size and strength, but David is the one with the compelling story.

Improbably, Colin Kaepernick’s social stature has only grown since his departure from the N.F.L. Last year, he was named GQ’s Citizen of the Year, and, in April, he won Amnesty International’s Ambassador of Conscience Award. During a time in which he never set foot on the field, his No. 7 jersey outsold those of most active players. Last week, Kaepernick and Eric Reid, his former teammate, who participated in the initial protest with him, and who is also no longer in the league, received an ovation when they attended the U.S. Open. Serena Williams, who was playing her sister Venus at the time, said at a press conference after the game, “I think every athlete, every human, and definitely every African-American should be completely grateful and honored how Colin and Eric are doing so much more for the greater good.” Williams, a woman who has had to face racist and sexist attacks throughout her career, is also featured in the Nike campaign, as is LeBron James, the best basketball player in the world and a man whose intelligence the President of the United States has publicly insulted.

There was once a firewall that, at least in the eyes of the public, divided black athletes from the concerns of being black in the United States. That seemed to be how Michael Jordan felt, and also Charles Barkley, who, in 1993, during the siege years of crack and AIDS , said in a Nike ad that he was “not a role model.” That separation is no longer possible. The shoe burners feel that Nike has elevated a man of questionable motives and suspect patriotism. But their point is undermined by a different set of images and videos, detailing the final moments of Walter Scott, Eric Garner, Tamir Rice, and the nameless others who have died in similar circumstances. Nike gambled that a greater portion of the world understands where Kaepernick is coming from. At best, giants simply live up to expectations. Heroes need only live to tell the tale.

Beto O’Rourke, John McCain, and Respecting Fellow-Americans

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The power of purpose: nike and colin kaepernick.

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The Nike ad featuring Colin Kaepernick

The decision by Nike to use Colin Kaepernick as the face of the ad campaign celebrating the 30th anniversary of 'Just Do It' reflects a brave move by a brand to stand on the right side of history. While social media was predictably filled with talk of a Nike boycott, and accusations that the company was complicit in disrespecting the national flag and anthem, it is important to note that protests should be defined by what the protestor says they are about - not a context foisted on them by their detractors. This was true of MLK, and Muhammad Ali and is true of Kaepernick. Non-violent civil protest is as proud a legacy of America as fighting against fascism in WWII was.

What is fascinating from a marketing perspective is how this one ad has completely redefined Nike’s brand purpose which is 'To bring inspiration and innovation to every athlete (*) in the world' (* if you have a body, you are an athlete.) By putting 30 years of equity against the ‘Just Do It’ tagline in service of not just sporting excellence, but moral excellence, it has allowed the brand to open up the territory it intends to play in; this is not just about success on the playing field, but redefining what success means in the world.

It did so by also aligning itself with someone who has now transcended the world of sports that they came from and has seemingly found their own true calling and purpose as someone who uses their platform to bring attention to social justice issues. While other brands have steered clear of endorsing Kaepernick, afraid of touching the third rail of American culture, Nike has stepped into the moment and firmly asserted its point of view in a way that few other brands (for instance, Patagonia) have had the courage and confidence to do.

In doing so, it has also allowed itself to re-introduce itself to a new generation of Gen-Z consumers who are now more passionate than ever about the need for brands to help solve social and environmental problems. Gen- Z makes up a quarter of the U.S. population, currently holds $44 billion in spending power, and will account for 40% of all consumers by 2020, and their opinions on whether brands should get involved in activism are pretty clear-cut. In this survey from Do Something Strategic , 76% of Gen-Z said they have purchased (53%) or would consider purchasing (23%) a brand/product to show support for the issues the brand supported. Moreover, when it comes to employee brands, 85% of Gen-Z employees believe the companies they work for have an obligation to help solve social problems.

Of course, this doesn’t detract from the fact that Nike needs to do some serious internal work to recover from its series of scandals which have rocked the company in recent months, which have centered around the allegedly sexist treatment of female employees and executives. Brands have ‘moral bank accounts’ and Nike’s has been running at an overdraft recently. The decision to stand with Kaepernick does not distract from the fact that the corporation needs to get its house in order or risk losing share from their increasingly core demographic of women and young girls.

Advertising legend Bill Bernbach once famously said, "It's not a principle until it costs you money." While Nike’s share price dipped this morning, I think that in the coming weeks as people support Nike's decision that we'll see the opposite, and that the Kaepernick line may become the Che Guevara-esque icon that reflects our cultural zeitgeist. Nike may yet prove the opposite of what Bernbach said: that in this day and age, it is possible for you to stand by your principles and make money at the same time.

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Case Study: Nike’s “Dream Crazy” Marketing Campaign

Introduction

Nike’s “Dream Crazy” campaign, featuring former NFL player Colin Kaepernick, is a prominent example of modern marketing that intertwines brand messaging with social issues. Launched in 2018, the campaign garnered widespread attention, sparked controversy, and ultimately demonstrated the power of purpose-driven marketing. This case study examines the campaign’s strategy, execution, impact, and the lessons it offers for marketers.

Campaign Overview

In September 2018, Nike launched the “Dream Crazy” campaign to celebrate the 30th anniversary of its “Just Do It” slogan. The campaign featured various athletes, including Serena Williams and LeBron James, but it was Colin Kaepernick, who had become a polarizing figure for his protests against racial injustice, who became the campaign’s focal point. The central message, “Believe in something. Even if it means sacrificing everything,” aligned Nike with social justice causes.

Strategy and Execution

Message Alignment :

Nike’s decision to feature Kaepernick was a strategic move to align the brand with values of bravery, determination, and social justice. This alignment aimed to resonate with Nike’s core demographic, particularly younger consumers who value corporate social responsibility.

Integrated Marketing :

The campaign included a powerful TV commercial, social media activations, print ads, and public appearances by featured athletes. The comprehensive approach ensured widespread visibility and engagement.

Risk and Controversy :

Featuring Kaepernick was controversial and led to backlash, including boycotts and public protests. However, Nike anticipated this risk, recognizing that the controversy would drive conversation and deepen loyalty among supportive consumers.

Impact and Outcomes

Brand Perception :

The campaign strengthened Nike’s brand image among its target audience, particularly millennials and Gen Z, who are more likely to support brands taking a stand on social issues.

Sales and Financial Performance :

Despite initial backlash, Nike reported a 31% increase in online sales in the days following the campaign launch. The company’s stock also reached an all-time high shortly after.

Cultural Influence :

The “Dream Crazy” campaign became a cultural touchstone, influencing other brands to consider more purpose-driven marketing strategies.

Discussion Questions

Brand Alignment :

How important is it for a brand to align its marketing campaigns with social issues? What are the potential risks and rewards?

Consumer Engagement :

How did Nike’s use of an integrated marketing strategy contribute to the campaign’s success? What channels were most effective?

Risk Management :

What strategies did Nike employ to manage the controversy surrounding the campaign? How can other brands apply these strategies?

Impact Measurement :

How can companies measure the impact of purpose-driven marketing campaigns on brand perception and sales?

Future Campaigns :

In what ways can Nike build on the success of “Dream Crazy” in future campaigns? What other social issues could the brand address?

Nike’s “Dream Crazy” campaign is a landmark example of how brands can successfully integrate social issues into their marketing strategies. By aligning with Colin Kaepernick and emphasizing a strong, purpose-driven message, Nike not only reinforced its brand values but also achieved significant commercial success. The campaign demonstrates that taking a stand on social issues can resonate deeply with consumers and drive meaningful engagement and sales.

Here are the full references with the links:

Forbes . “Nike’s ‘Dream Crazy’ Campaign with Colin Kaepernick: A Risky Move That Paid Off.” Available at: https://www.forbes.com/sites/pamdanziger/2019/01/17/nikes-dream-crazy-campaign-with-colin-kaepernick-a-risky-move-that-paid-off/?sh=6e09474615b3

Business Insider . “Nike’s Colin Kaepernick ad sparked a boycott — and earned $6 billion for Nike.” Available at: https://www.businessinsider.com/nike-colin-kaepernick-ad-boycott-sparks-sales-2018-9

The New York Times . “Nike Nearly Dropped Colin Kaepernick Before Embracing Him.” Available at: https://www.nytimes.com/2019/09/26/sports/nike-colin-kaepernick.html

Harvard Business Review . “The Business Case for Social Activism.” Available at: https://hbr.org/2019/01/the-business-case-for-social-activism

Marketing Dive . “Nike’s ‘Dream Crazy’ hits 30th anniversary of ‘Just Do It’ with $43M in media exposure.” Available at: https://www.marketingdive.com/news/nikes-dream-crazy-hits-30th-anniversary-of-just-do-it-with-43m-in-media-exp/532209/

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Case Study: Just Do It? Nike, Social Justice, and the Ethics of Branding

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BY HOLLAND J. SMITH & SCOTT R. STROUD

[ PDF Version ]

In September of 2018, Nike unveiled their 30 th anniversary â€œJust Do Itâ€ campaign, featuring prominent athletes such as Serena Williams, LeBron James, Lacey Baker, and Odell Beckham Jr. Also featured in the series is former San Francisco 49ers quarterback turned activist Colin Kaepernick, who has been a controversial figure since early August of 2016 when he protested racial injustice in America by sitting and later kneeling during the national anthem at the start of football games. Kaepernickâ€™s Nike advertisement, which he posted to social media sites on September 3, 2018, displays a close-up image of his face with the words â€œBelieve in something. Even if it means sacrificing everythingâ€ written across the image. Some have praised the advertisement as taking a stand in the nationwide debate over the state of minority rights while others have been concerned with Nikeâ€™s movement into the arena of political advocacy.

Gino Fisanotti, Nikeâ€™s vice president of brand marketing for North America, defended the companyâ€™s featuring of Kaepernick, who has not played in the NFL since the 2016 season when he refused a contract with the 49ers: â€œWe believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward.â€ Additionally, many high-profile athletes and celebrities have voiced their support for Nike and Kaepernick, including LeBron James and Serena Williams, both outspoken figures about social justice in their own right. â€œHeâ€™s done a lot for the African American community, and its cost him a lot. Itâ€™s sad,â€ Williams said of Kaepernick. â€œHaving a huge company back him,â€ she continued, â€œcould be a controversial reason for this company, but theyâ€™re not afraid. I feel like that was a really powerful statement to a lot of other companies.â€

Other observers see Nikeâ€™s move from the commercial to the political as potentially concerning. Michael Serazio worries that this is just another sophisticated trick from a corporate powerhouse: â€œGetting us to think weâ€™re making a statement by buying Nike is the long con advertising has played, and it has played it well.â€ Increasingly, brands are giving in to a recent demand for politicization, forcing consumers to question the political participation of various corporations. Some argue that Nike is using a popular movement to increase its own sales, and taking advantage of the prestige and celebrity status of its minority athletes while doing so. Another worry is that it distracts attention from how Nike products are made, often by workers in difficult working conditions in developing countries. As Serazio puts it, the new campaign risks diverting our focus from â€œthe marginalized who make stuff rather than the posturing it affords those privileged enough to own it.â€

The advertisement campaign is a risky move for Nike, who might garner heightened attention to its products and brand, but who also runs the risk of alienating part of its consumer base by becoming too politicized. Swaths of the football-watching public, and public at large, are divided by the anthem protests carried on by Kaepernick and others. By featuring the originator of this series of protests, many fans might view Nike as standing with black athletes and their concerns. Yet others may view the advertisement as an attempt to profit off of a protest that strikes at the heart of patriotic values that some hold dear. Some owners of Nike products even illustrated their disgust with the campaign by burning their shoes, and then subsequently posting the flaming images on social media. So far, however, Nike has not sacrificed anything due to the gamble that this advertising campaign represents: Nike stock is up 5% since the advertisement hit the public, representing $6 billion increase in Nikeâ€™s market value.

Nikeâ€™s campaign was meant to garner attention and make a statement on its 30 th anniversary. It succeeded at accomplishing these goals. But many are still wondering: was Nike primarily interested in taking a courageous stand on an important political issue of our time, or were they simply using Kaepernick as a clever ploy to sell more shoes?

Discussion Questions

Should a company like Nike get involved in matters of political controversy and social justice?
Is Nike misusing Kaepernick and the NFL protests in its recent campaign? If you judge this to be the case, what other ways could Nike do if they wanted to bring attention to these issues and protests?
Do you think that these advertisements will hurt Nikeâ€™s brand or bottom line? Do you think this is an important ethical consideration for Nike?
Should companies take stands on controversial debates orbiting around justice and the public good in their advertisement campaigns? Why or why not?Nike clearly has the abilityâ€”and rightâ€”to take a stand on this issue. What should the virtuous consumer do in reacting to Nikeâ€™s campaign? What about if they disagree with Nikeâ€™s stance?

Further Information

Anderson, Mae. â€œGood for business? Nike gets political with Kaepernick ad.â€ September 4, 2018. Available at: https://www.apnews.com/6aaced14b24d4622aefeb44d3b17c2d6

Belvedere, Matthew J. â€œSorkin: Nikeâ€™s Kaepernick ad decision was based on â€˜attracting big name athletesâ€™ who side with his cause.â€ September 7, 2018. Available at: https://www.cnbc.com/2018/09/07/sorkin-nike-kaepernick-ad-based-on-attracting-big-name-athletes.html

Boren, Cindy. â€œAs Trump tweets, Colin Kaepernick shares new Nike ad that reportedly will air during NFL opener.â€ Washington Post. September 5, 2018. Available at: https://www.washingtonpost.com/news/early-lead/wp/2018/09/05/trump-says-nike-is-getting-absolutely-killed-over-colin-kaepernick-ad-renews-attack-on-nfl-players/?utm_term=.59e131677236

Reints, Renae. â€œColin Kaepernick Pushes Nikeâ€™s Market Value Up $6 Billion, to an All-Time High.â€ Fortune. September 23, 2018. Available at: http://fortune.com/2018/09/23/nike-market-value-colin-kaepernick-ad/

Rovell, Darren. â€œColin Kaepernick part of Nikeâ€™s 30th anniversary of â€˜Just Do Itâ€™ campaign.â€ ESPN . September 3, 2018. Available at: http://www.espn.com/nfl/story/_/id/24568359/colin-kaepernick-face-nike-just-do-30th-anniversary-campaign

Serazio, Michael. â€œNike isnâ€™t trying to be â€˜woke.â€™ Itâ€™s trying to sell shoes.â€ Washington Post. September 5, 2018. Available at: https://www.washingtonpost.com/outlook/2018/09/05/nike-isnt-trying-be-woke-its-trying-sell-shoes/?noredirect=on&utm_term=.945885f31a0a

Holland J. Smith is a research intern for the Media Ethics Initiative at the University of Texas at Austin. Scott R. Stroud is the Program Director for Media Ethics at the Center for Media Engagement, University of Texas at Austin. As the director of the Media Ethics Initiative, he supervises the creation of pedagogical materials and the sponsoring of events related to media ethics. Stroud is also the editor of Media Ethics.

More case studies and media ethics resources can be found at www.mediaethicsinitiative.org . Case studies produced by the Media Ethics Initiative remain the intellectual property of the Media Ethics Initiative and the University of Texas at Austin. They can be used in unmodified PDF form in classroom settings. For use in publications such as textbooks and other works, please contact the Media Ethics Initiative.

The Graduate School of Journalism at the University of California, Berkeley

Endicott College School of Communications

Duquesne University, Communications and Rhetorical Studies

The Arthur W. Page Center for Integrity in Public Communication, The Pennsylvania State University

The Kegley Institute of Ethics, California State University, Bakersfield

The Moody College of Communication, University of Texas at Austin

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Brand activism: a case study of Colin Kaepernick and Nike's Dream Crazy campaign

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CASE STUDY: Nike, Social Justice, and the Ethics of Branding

Case study pdf | additional case studies.

In September of 2018, Nike unveiled their 30 th anniversary “Just Do It” campaign, featuring prominent athletes such as Serena Williams, LeBron James, Lacey Baker, and Odell Beckham Jr. Also featured in the series is former San Francisco 49ers quarterback turned activist Colin Kaepernick, who has been a controversial figure since early August of 2016 when he protested racial injustice in America by sitting and later kneeling during the national anthem at the start of football games. Kaepernick’s Nike advertisement, which he posted to social media sites on September 3, 2018, displays a close-up image of his face with the words “Believe in something. Even if it means sacrificing everything” written across the image. Some have praised the advertisement as taking a stand in the nationwide debate over the state of minority rights while others have been concerned with Nike’s movement into the arena of political advocacy.

Gino Fisanotti, Nike’s vice president of brand marketing for North America, defended the company’s featuring of Kaepernick, who has not played in the NFL since the 2016 season when he refused a contract with the 49ers: “We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward.” Additionally, many high-profile athletes and celebrities have voiced their support for Nike and Kaepernick, including LeBron James and Serena Williams, both outspoken figures about social justice in their own right. “He’s done a lot for the African American community, and it’s cost him a lot. It’s sad,” Williams said of Kaepernick. “Having a huge company back him,” she continued, “could be a controversial reason for this company, but they’re not afraid. I feel like that was a really powerful statement to a lot of other companies.”

Other observers see Nike’s move from the commercial to the political as potentially concerning. Michael Serazio worries that this is just another sophisticated trick from a corporate powerhouse: “Getting us to think we’re making a statement by buying Nike is the long con advertising has played, and it has played it well.” Increasingly, brands are giving in to a recent demand for politicization, forcing consumers to question the political participation of various corporations. Some argue that Nike is using a popular movement to increase its own sales, and taking advantage of the prestige and celebrity status of its minority athletes while doing so. Another worry is that it distracts attention from how Nike products are made, often by workers in difficult working conditions in developing countries. As Serazio puts it, the new campaign risks diverting our focus from “the marginalized who make stuff rather than the posturing it affords those privileged enough to own it.”

Nike’s campaign was meant to garner attention and make a statement on its 30 th anniversary. It succeeded at accomplishing these goals. But many are still wondering: was Nike primarily interested in taking a courageous stand on an important political issue of our time, or were they simply using Kaepernick as a clever ploy to sell more shoes?

Discussion Questions:

Should a company like Nike get involved in matters of political controversy and social justice?
Is Nike misusing Kaepernick and the NFL protests in its recent campaign? If you judge this to be the case, what other ways could Nike do if they wanted to bring attention to these issues and protests?
Do you think that these advertisements will hurt Nike’s brand or bottom line? Do you think this is an important ethical consideration for Nike?
Should companies take stands on controversial debates orbiting around justice and the public good in their advertisement campaigns? Why or why not?
Nike clearly has the ability—and right—to take a stand on this issue. What should the virtuous consumer do in reacting to Nike’s campaign? What about if they disagree with Nike’s stance?

Further Information:

Anderson, Mae. “Good for business? Nike gets political with Kaepernick ad.” September 4, 2018. Available at: https://www.apnews.com/6aaced14b24d4622aefeb44d3b17c2d6

Belvedere, Matthew J. “Sorkin: Nike’s Kaepernick ad decision was based on ‘attracting big name athletes’ who side with his cause.” September 7, 2018. Available at: https://www.cnbc.com/2018/09/07/sorkin-nike-kaepernick-ad-based-on-attracting-big-name-athletes.html

Boren, Cindy. “As Trump tweets, Colin Kaepernick shares new Nike ad that reportedly will air during NFL opener.” Washington Post. September 5, 2018. Available at: https://www.washingtonpost.com/news/early-lead/wp/2018/09/05/trump-says-nike-is-getting-absolutely-killed-over-colin-kaepernick-ad-renews-attack-on-nfl-players/

Reints, Renae. “Colin Kaepernick Pushes Nike’s Market Value Up $6 Billion, to an All-Time High.” Fortune. September 23, 2018. Available at: http://fortune.com/2018/09/23/nike-market-value-colin-kaepernick-ad/

Rovell, Darren. “Colin Kaepernick part of Nike’s 30th anniversary of ‘Just Do It’ campaign.” ESPN . September 3, 2018. Available at: http://www.espn.com/nfl/story/_/id/24568359/colin-kaepernick-face-nike-just-do-30th-anniversary-campaign

Serazio, Michael. “Nike isn’t trying to be ‘woke.’ It’s trying to sell shoes.” Washington Post. September 5, 2018. Available at: https://www.washingtonpost.com/outlook/2018/09/05/nike-isnt-trying-be-woke-its-trying-sell-shoes/

Holland J. Smith & Scott R. Stroud, Ph.D. Media Ethics Initiative Center for Media Engagement University of Texas at Austin September 24, 2018

www.mediaethicsinitiative.org

Image: ViktorCylo / CC BY 3.0 / Modified

This case study can be used in unmodified PDF form for classroom or educational settings. For use in publications such as textbooks, readers, and other works, please contact the Center for Media Engagement .

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Why the social media boycott over Colin Kaepernick is a win for Nike

Nike knows how to play the game, and it won today.

by Alex Abad-Santos

Goaded by the performative nature of the internet, people are destroying their Nike apparel and declaring a moral boycott over shoes they’ve already purchased — all in the name of denouncing Colin Kaepernick , the newest face of Nike’s “Just Do It” campaign.

On Monday, Nike announced that Kaepernick is one of the athletes helping commemorate the 30th anniversary of the brand’s iconic slogan. ( Serena Williams and Odell Beckham Jr. are among the other faces of the campaign.) The ad is a black-and-white close-up of Kaepernick’s face with the words, “Believe in something. Even if it means sacrificing everything” — a reference to Kaepernick’s lawsuit against the NFL for allegedly colluding to keep the former San Francisco 49ers quarterback out of the league over his protests against police brutality.

Though Kaepernick and other NFL players who have kneeled during the national anthem maintain that their protest is about police brutality resulting in the deaths of unarmed black Americans, that hasn’t stopped their critics, including President Donald Trump , from claiming that Kaepernick is disrespecting his flag and country.

And so the new Nike ad has inspired some people to post videos and photos of them destroying their Nike apparel in an illustration of their fealty to said flag and country:

What’s followed is a boycott largely confined to performative social-media outrage. Unsurprisingly, this outrage caught the attention of President Donald Trump, leading him to double down on his attacks on Kaepernick and the NFL on Wednesday, in a tweet claiming that the boycott was punitively damaging Nike:

Americans destroying apparel they’ve already paid for to scold a multibillion-dollar company over an ad campaign that promotes rebellion but also is implicitly selling conformity: It sounds like deep-level satire. But that is the world we live in, and it crystallizes some specifics of how the internet outrage machine operates — and how Nike has already won.

Some people are destroying Nike stuff they’ve already bought. More people are mocking them for doing so.

When Kaepernick’s ad was released on Monday night, social media quickly lit up with excitement. But there was also a vocal contingent who staged their own protest, of sorts, in response.

John Rich, of the country duo Big & Rich, tweeted that his sound man (a former Marine) was moved to destroy a pair of white Nike tube socks over the news:

Rich went on to clarify that the news was so inflammatory that it drove the sock-cutter into such a rage that he couldn’t cut straight into the fabric:

Rich’s tweet went viral, though it’s unclear how much of that reflects support for his statement versus a desire to dunk on the guy who destroyed those tube socks:

However, Rich’s documentation of Nike destruction wasn’t the first to appear on social media, nor the first to get dunked on. It followed on the heels of another viral tweet from Twitter user Sean Clancy (whose avatar includes Pepe the frog and the text “don’t tread on memes”), which featured a video of a pair of Nike shoes on fire and seems to have, ahem, ignited the hashtag #BurnYourNikes .

But while there’s a smattering of seemingly sincere participants in this incendiary boycott, including some encouragement from the sitting president of the United States, the #BurnYourNikes hashtag is currently heavily populated by those mocking the performance, pointing out that destroying Nike goods that are already bought and paid for doesn’t actually hurt Nike’s bottom line. In some cases, burning Nikes might inadvertently be advertising for the company.

Other details this viral Nike boycott has thus far failed to take into consideration: whether it also means never rooting for Ohio State, Penn State, Michigan State, Michigan, Texas, Baylor, or any other college that is sponsored by Nike ; whether it extends to Converse, Hurley, and all the other brands owned by Nike ; whether boycotters will also forgo brands like Under Armour, which has also delved into political waters and opposed Trump; and whether the service members being used as justification for the boycott want to be used as props:

What’s being underlined in this conversation around Nike destruction and its relative merit is that this performative boycott isn’t just about the brand itself. Setting Nike shoes on fire or cutting up socks allows these users to voice their displeasure with Nike, and to assert their own identity in a public space that might invite some mockery, sure, but will also reward them for their performance: In shunning Nike on Twitter, they’re also courting follows, likes, and retweets, the platform’s main currency.

For some users, this boycott, regardless of its sincerity, doubles as a branding opportunity — especially for someone like Rich, who has posted several follow-up tweets about Nike and attempted to coin his own hashtag , #PigSocks. His country music band is now more visible than it’s been in years, and the viral boycott he helped spark has drawn increased attention to his Twitter page — which as of press time features a pinned tweet promoting his Redneck Riviera whiskey brand.

The irony here, of course, is that the Kaepernick ad is itself branding — and in reacting to it, its critics are ensuring that Nike is getting exactly what it paid for.

Nike knew what it was doing when it picked Kaepernick for the ad

Nike deciding to highlight Kaepernick wasn’t done on a whim. The company has had Kaepernick under contract since 2011, and reportedly began negotiating a “new, multi-year pact” with him months ago, well after he initiated the lawsuit alluded to in the ad’s text. The timing is not a coincidence.

Like any billion-dollar brand, Nike employs a lot of people, many of whom are experts in marketing. The risk of a negative response was undoubtedly assessed before making the deal, which makes clear that Nike believes the rewards of sponsoring Kaepernick outweigh the cost. That the ad became part of the national conversation within minutes of its release means that it’s already worked, and whatever minor hit Nike’s stock has taken in the immediate aftermath is outweighed by the long-term attention the brand has received.

How Nike’s Colin Kaepernick ad explains branding in the post-Trump era

Another thing to keep in mind is that the identity factor works both ways. The spirit that drives one person to burn a pair of already purchased Nikes is the same spirit that might move another person to buy the branded apparel that’s part of Kaepernick’s endorsement with the company. Whether they’re detractors burning items they’ve already paid for or supporters indicating their approval by buying new items, Nike makes money on both.

In that respect, as Rolling Stone’s Jamil Smith points out , this isn’t a completely altruistic story. Nike is still going to make a profit off social justice and people’s desire to do something for a cause.

But it’s also a rare example of a company taking a loud, public stand for social justice and civil rights, and Nike is putting at least some of its money where its mouth is: Kaepernick’s deal with the company reportedly includes a contribution to his Know Your Rights charity. ( Kaepernick himself has donated to several civil rights and equality organizations.) That counts for something, even if it loses Nike some fans (who have already bought merchandise) along the way.

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Feb 25 Nike & Colin Kaepernick: A Case Study in Purpose

Purpose is not just about marketing, it is a strategy and a values system. Companies wishing to stay relevant to consumers in today’s media fishbowl and shifting consumer sentiment must pay attention to alignment between theirs and their customers beliefs and actions. Getting involved in social purpose should involve careful consideration and strategy before taking your company on this bumpy ride.

A fantastic example of making use of their purpose in a mutually beneficial manner is Nike and their sponsorship renewal of the controversial quarterback, Colin Kaepernick in 2018.

“ “Our purpose is to use the power of sport to move the world forward. We believe in a fair, sustainable future—one where everyone thrives on a healthy planet and level playing field” ”

Surprising as it may be to believe, in 2017 Nike was NOT #1. For the first time in a decade , Nike did not have the most popular sneaker in the U.S., losing that title to Adidas. Facing this unthinkable situation, Nike went back to their brand roots which has a history of sponsoring and featuring boundary-testing athletes in their campaigns.

By featuring Kaepernick in their “Dream Crazy” ad in 2018 and sticking with him through the controversy that ensued, Nike stayed true to their brand purpose. But also, Nike took a calculated risk and won more customers than they lost.

Nike identified their “Purpose Supporters” and found a way for everyone to win. Learn more about Nike, Colin Kaepernick and why companies can learn from their example in the presentation below.

Presented on February 12, 2019 at WeWork Walnut St. in Philadelphia, PA

Apr 1 REPORT | Belief vs. Action: The Paradox of Purpose

Brand Activism: Nike and Colin Kaepernick

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Brand Activism: Nike And Colin Kaepernick Case Solution

Gain from this campaign.

The campaign “Just Do It “has 30 years’ legacy of Nike. Nikes "Just Do It" campaign, launched in 1988, which has since been a cultural phenomenon. The slogan has become synonymous with the adage, "Just do it," which is used by the Olympic sprinters and athletes around the world. The brand has also garnered media attention for its controversial collaboration with Colin Kaepernick, a convicted murderer. It is also a symbol of the struggle of everyday people and represents a diversity of people. This campaign was just a formal annual campaign but the stunt by Kaepernick made it exceptional. Nike received more advantages from this campaign. Nike was a brand for its loyal customers but its involvement in political and social issues made it more appealing and acquired the attention of distracted consumers. The sales of Nike post-campaign increased. The objective of Nike's campaign behind joining the “Black Lives Matter” movement is to prevent violence by uplifting people and stopping gun violence. The company's ad encourages viewers to spread messages of solidarity on social media and speak out about the issue. The ad has gone viral and is featured on the Nike website's homepage. The ad is also being used by other big companies, such as: Starbucks and McDonald's.

The objective of Nike behind joining the Black Lives Matter movement is to help in stopping police’s violence. The organization funds grassroots initiatives and maintains pay equity for women and minorities. The organization also funds organizations and groups to promote peace and equality. It has also joined the PCSR as a symbol of its commitment to improve the social justice. In 2017, it sponsored the "Peace Players" initiative, a non-profit group that brings the communities together through sport.

CFO & CMO

As the CFO; in order see the return on investment from Nike’s Campaign,I would evaluate the ROI based on the investment of Campaign and profit through financial formula of ROI. So, according to the calculations;we found that Nike's return on Campaign investment was 54%. It was a high return on investment.

ROI=Profit/Investment

ROI=1933/3577

ROI= 0.54 or 54%.

Now if we talk about the perspective of the Chief Marketing Officer;he would compare the cost of the campaign with sales generation, the number of consumers attracted to the market image and the response of the potential consumers. CMO will evaluate the campaign’ costs to the company and he will also focus on finding out if it meets the company’s set objectives or not.

Nike, Peps, and Starbucks

The objective of Starbucks' decision to publicly join the “Black Lives Matter” movement is not political, although employees at participating locations are prohibited from wearing the logo's t-shirts. It is a symbolic gesture, as the company is trying to avoid a confrontation with customers. However, many employees of the coffee giant disagree with this assessment and are skeptical about Starbucks' motivation. For them, it is more important to understand its positive role and to avoid conflict.While the move has sparked some controversy, the move has prompted Starbucks to create a special black-and-white shirt. The design of the shirt features a raised black fist and the words "Time for Change." The logo is also designed to symbolize the protest signs that are displayed at the various participating locations. Earlier this month, the company also banned employees from wearing shirts and other paraphernalia that promote political or religious issues. While the Starbucks policy has been met with criticism, the statement is still a sign of the company's concern.

After the initial denial of employees' BLM attire, the company reversed course. It also sent out merchandise in support of the movement to promote its values . During Pride Month, Starbucks sends out shirts and hats to celebrate the LGBT community and the LGBTQ community. In this way, the company tries to make its values known to a wider audience. This, in turn, gives the company a powerful platform to make its voice heard in the public discourse................................

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Cause Marketing Part 1: Nike Kaepernick Case Study

In the wake of the controversy surrounding Nike’s ad campaign featuring NFL star Colin Kaepernick, we have to ask when is it appropriate for brands to engage in cause marketing, and which issues merit campaigns?

We’re tackling this complex issue in a two-part blog series. First, we’ll examine the impact of Nike’s Kaepernick ad as a mini-case study in part 1, then we will address how and when companies should consider cause marketing in part 2.

Kaepernick Background

Two years ago, NFL star Colin Kaepernick kneeled during the national anthem ago to protest police brutality and racism. Five months after he started his protest , he was no longer on the San Francisco 49ers and was a free agent.

Nike launched an ad featuring Kaepernick on Twitter on Labor Day weekend. The ad said, “Believe in something. Even if it means sacrificing everything.” The controversial ad was launched during Nike’s 30 th anniversary.

Public opinion was divided over the ad. Some supported Nike’s stance while others recorded videos of themselves burning Nike’s shoes #BurnNike and #BoycottNike were among the trending hashtags on Twitter.

Explosive Media Coverage

Nike generated $43 million worth of media exposure in the initial 24 hours following the campaign’s launch. Multiple media outlets found angles to report on, including Kaepernick’s relationship with Nike and showing the public outcry against Nike .

This type of media exposure is called earned media. When a company wants public attention, they have three types of media to leverage: owned, paid and earned media. Owned media is all the material that the company puts out via its own channels, such as the contents of its website. Paid media costs money. Nike’s Kaepernick ad is paid media. Both of these media types require resources, including spending advertising dollars and using company resources to create owned media.

The Twitter mentions and media coverage are earned media. While this type of media can be excellent for a company because it doesn’t require additional spending, it can be risky because the company doesn’t have control of the messaging. It can also be hard to secure, unlike owned and paid media coverage.

While the old axiom that all publicity is good publicity isn’t quite accurate, this level of excessive media coverage and public controversy isn’t bad. Earned media helps a company increase awareness of a company, expand its credibility, expand its reach and impart value.

Controversy Attracts Younger Generations

Nike and the Kaepernick ad campaign blew up on Twitter. Nike’s brand mentions increased 135% with over 2 million mentions. The ad is attempting to capitalize on a controversial issue —71% of Trump voters say they are less likely to buy from a company that supports kneeling during the national anthem. 37% of Millennials favor companies that supported kneeling during the national anthem while 34% of Millennials do not favor kneeling during the national anthem.

53% of Millennials pay attention to the ethical and political matters relating to companies that they purchase goods or services from. 80% of teens support Black Lives Matter movement. Millennials have $200 billion in buying power and Gen Z has $143 billion in direct buying power.

Nike released the Nike Dream Crazy ad featuring Kaepernick on YouTube, which has over 2.6 million views. It is worth noting that Nike launched these ads on social media, not on traditional channels, which suggests that they are targeting younger generations (Millennials and Gen Z).

This ad played well to these generations. Advertising analytics company Ace Metrix says that the Nike Kaepernick ad is “less polarizing than social media suggests.” Just 13% of consumers reported that they were less likely to buy from Nike after viewing the Dream Crazy Kaepernick ad. This dropped to 10% among Millennials and 6% to Gen Z.

Fallout from the Ad

Nike sales grew 31% from the Sunday of Labor Day weekend through Tuesday, Sept. 4. By comparison, there was a 17% increase during this same time period in 2017.

But this came at a cost. Nike’s shares decreased 3% after the market opened the day after Labor Day; however, stock increased 2.2% two weeks after the ad debuted and has recovered 93% of the losses it initially incurred.

Our Take on this Case Study

Nike created quite an impact with its controversial ad. Although risky, it was rather effective in eliciting responses.

The Nike Kaepernick ad will ramp up fervent brand loyalty among those consumers with whom the kneeling protest resonates. Using Kaepernick in this ad was a masterclass in selecting the most poignant face of a cause for maximum impact. It is likely that Nike strategically selected Kaepernick as the face of this campaign, knowing most Millennials and Gen Z-ers would not react as negatively to the political movement he associated himself with.

Did Nike intentionally use a highly disputed topic in the hopes of generating such an impact? If so, it was likely a calculated risk knowing that they would take a hit but bounce back. As of January 2018, Nike was worth $15.9 billion . They could afford to take a hit.

This controversial ad campaign seems to be working well for Nike. Should companies take a page out of Nike’s playbook and try cause marketing? We will explore this in part 2 of this blog series.

This two-part blog series was coauthored by two Fisher employees: Anna Cachares, who handles public relations and customer service, and Beth Kramer, who is a digital marketing specialist.

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Case Study: Just Do It? Nike, Social Justice, and the Ethics of Branding

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Why the social media boycott over Colin Kaepernick is a win for Nike

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Nike knew what it was doing when it picked Kaepernick for the ad

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Feb 25 Nike & Colin Kaepernick: A Case Study in Purpose

Apr 1 REPORT | Belief vs. Action: The Paradox of Purpose

Brand Activism: Nike and Colin Kaepernick

About The Author

Jill J. Avery

Brand Activism: Nike And Colin Kaepernick Harvard Case Solution & Analysis

Brand Activism: Nike And Colin Kaepernick Case Solution

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Nike, Peps, and Starbucks

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Cause Marketing Part 1: Nike Kaepernick Case Study

Kaepernick Background

Explosive Media Coverage

Controversy Attracts Younger Generations

Fallout from the Ad

Our Take on this Case Study

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