*Disclaimer: The views represented in this article are not those of Her Campus FSU*
For the 30th anniversary of Nike’s “Just Do It” campaign, Nike released an advertisement featuring former San Francisco 49ers quarterback, Colin Kaepernick, a campaign that has sparked the next advertising revolution.
Colin Kaepernick was the face of the media-nation in 2016, after being the first player to take a knee during the national anthem, beginning a snowball effect around the nation. Instead of standing, Kaepernick took a stance and kneeled to protest the police brutality and racial injustice that’s encircled the face of the United States for far too long. He sparked conversations about patriotism, racial injustice, and violence that shook the nation. Kaepernick then opted out of his contract with the San Francisco 49ers and became a free agent. He has not found a new team since.
“I am not going to stand up to show pride for a flag that oppresses black people and people of color. To me, this is bigger than football and it would be selfish on my part to look the other way. There are bodies in the street and people getting paid leave and getting away with murder,” says former 49ers quarterback in 2016.
After five years of not appearing in an ad, Kaepernick’s face was plastered all over the internet, mounting the words and messages of Nike, “Believe in Something. Even if it Means Sacrificing Everything.” Nike released Kaepernick’s ad with prime-time exposure during the Atlanta Falcons face-off with the Philadelphia Eagles last week. After the circulation of the graphic, the campaign also made its first video appearance, named “Dream Crazy,” featuring a video of himself narrating stories of under-dog athletes who have taken sacrifices and beaten the odds.
Courtesy: Twitter
Nike’s new ad campaign has raised controversy from individuals around the country. Many boycotted Nike immediately after the ad was released, with videos of fans burning their Nike athletic gear, ravaging Twitter feeds and Google searches. “I think it’s a terrible message that they’re sending and the purpose of them doing it, maybe there’s a reason for them doing it,” President Trump told The Daily Caller. “But I think as far as sending the message, I think it’s a terrible message and a message that shouldn’t be sent. There’s no reason for it.”
Well, the message was sent, alright. For a reason, that’s far from terrible. Nike launched an advertising revolution by going against the cultural norm current, showcasing the strength behind standing up for what you believe in. Although many may have backlashed Nike for standing with Kaepernick, Nike’s sales have increased 31 percent after this controversial message and are only increasing from there. Nike’s stock has closed at an all-time high, up $83.47 last Thursday, according to a report from Bloomberg.
Nike’s marketing tactic was more than strategic, it was everlasting. It was impactful, meaningful, motivational and inspirational. Nike’s decision to spotlight Kaepernick was a risky one, leaving many with questions and doubts on the brand’s sincerity. However, the move has also made headlines for Nike, spurred consumers and customers to rally Nike, and has likely increased popularity with new consumers. Their bold move was highly researched, with 46 percent of Nike shoppers having a positive view of Kaepernick and 78 percent of Nike shoppers appreciating businesses with moral messages.
Kaepernick wasn’t against patriotism at all, his message wasn’t against the United States or his country. His message was a message to the United States, to the leaders of our country to take a stance against the violence, brutality, social injustice and racism that has engulfed our country for far too long.
“The National Football League believes in dialogue, understanding, and unity. We embrace the role and responsibility of everyone involved with this game to promote meaningful, positive change in our communities,” said Jocelyn Moore, the NFL’s Executive Vice President of Communications and Public Affairs.
Nike’s 30th-anniversary campaign does more than just promote a meaningful message to the public. It promotes change, impact, and sacrifice for change.
Will you be the next to “believe in something, even if it means sacrificing everything?”