Nike Backs Kaepernick in Its #JustDoIt Campaign, Social Reacts
Nike just did it. The shoe giant is trending on Twitter in a big way for its #JustDoIt campaign, but not just because @Nike retweeted Colin Kaepernick. It’s the content of that tweet and what it represents — Nike is taking a stand on protests against injustice that Kaepernick led while he was in the NFL. No longer employed by the NFL, Kaepernick is still the face of those protests — which may begin again as football resumes this week.
— Colin Kaepernick (@Kaepernick7) September 3, 2018
“Believe in something. Even if it means sacrificing everything,” is emblazoned across Kaepernick's face in the ad. And it says something about the brand, too. While Nike is based just outside of Portland, the Oregon-headquartered brand isn’t necessarily known for being as liberal as the city. This changes that.
At the same time, though, Nike’s in a 10-year deal with the NFL regarding gear for online retailer Fanatics.
Sprout Social recently found that 82 percent of consumers who call themselves liberals like when brands take political stands, but only 52 percent of conservatives want the same. Getting the tone right on this issue helped Cadillac, but getting it wrong is still costing Pepsi.
President Donald J. Trump’s spoken out against the protests and NFL sponsors have done so, too — most notably Papa John’s. (Since Papa John’s left its sponsorship role with the NFL, there have been leadership changes at the company whose figurehead spoke out about the protests costing him money.)
In May, we reported:
ESPN reported yesterday:
"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," Gino Fisanotti, Nike's vice president of brand for North America, told ESPN.
"We wanted to energize its meaning and introduce 'Just Do It' to a new generation of athletes," Fisanotti said.
Fisanotti said the new version of the campaign is meant to specifically speak to 15- to 17-year olds.
Here’s what Twitter users had to say:
— John Rich (@johnrich) September 3, 2018
— Casey Neistat (@CaseyNeistat) September 3, 2018
— Susan Herbert (@sus176) September 4, 2018
Has Nike just committed financial suicide?
I won't be buying anything from that unpatriotic bunch, thats for sure.
— Bainzy (@notracesms) September 4, 2018
What do you think, marketers?
Please respond in the comments section below.
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