Nike, world renown for their boundary pushing and socially conscious ads, is set to go ahead with a major rollout of the 30th year anniversary of the “Just Do It” slogan with Colin Kaepernick as the face of the campaign. Kaepernick, maligned by NFL ownership and targeted by Donald Trump and conservative republican leadership for his method of protesting racial inequality and police brutality, has become a respected face of a movement aimed to shed light on many issues facing black Americans and other disadvantaged groups. Nike’s print and billboard ads quote Kaepernick saying.
“Believe in something. Even if it means sacrificing everything.”
Nike, who has a 10 year uniform and apparel deal with the NFL, is sure to cause even more controversy once their new ad campaign begins in earnest with a 90 second advertisement spot already purchased for the NFL’s season opener on Thursday Night. The ad, called “Dream Crazy” will air during NFL games and other sporting events during the coming months. The ad also includes other major Nike athletes like LeBron James and Serena Williams.
The response from Nike’s core demographic has been positive, a good sign, as the company is taking a calculated risk that those who are angered or upset by the campaign would not be among the greater population of the company’s customers.
There has been backlash, as many conservatives have tried to start a boycott against the company, although it appears to be unsuccessful at the time of writing. Check out the ad below