Nike has been a leading advertiser for many years. And it has sponsored social causes. For example, see Behind the Scenes Nike Just Does It. But beginning this week, Nike pushes the envelope more than ever. It has decided to feature Colin Kaepernick, the NFL player behind the national anthem protests, in new ads. In fact, it has signed Kaepernick to a contract extension through 2028.
The controversial use of Kaepernick is widely supported by some customers. Yet, it has resulted in footwear and apparel burning by others. What do YOU think?
Just Do It: Nike Pushes the Envelope
“Nike is not backing off its polarizing Colin Kaepernick campaign. The company is amping it up with a new call-to-action spot that will air during the NFL opener Thursday night on NBC. The sportswear giant today (Wednesday) released a two-minute-long video ‘Dream Crazy’ narrated by Kaepernick as part of its controversial effort. In addition to running during this week’s Thursday Night Football telecast, it will appear during coverage of the U.S. Open, Major League Baseball games, and college football games, according to a Nike spokesman.”
“The former San Francisco 49ers quarterback encourages consumers to dream as he showcases recognizable athletes such as LeBron James and Serena Williams alongside others including Megan Blunk, a wheelchair basketball player, and Isaiah Bird, a wrestler who does not have legs. ‘What non-believers fail to understand is that calling a dream crazy is not an insult—it’s a compliment,’ Kaepernick says in the spot. He closes with the mantra that first appeared in his marketing for Nike on Monday: ‘Believe in something. Even if it means sacrificing everything.'”