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Nike and Kaepernick Campaign



Since July 1988, Nike has branded their slogan “Just Do It” as their defining feature. Throughout the years, these ads have included controversial pictures of people who have often been criticized, such as with Michael Jordan. Staying on brand, Nike released their most recent ads with ex-football player, Colin Kaepernick, as the face of Nike to celebrate their thirtieth anniversary. Nike is a worldwide athletic apparel brand and is used often in the NFL. However, the NFL rejected Kaepernick because he decided to kneel during the national anthem, in protest of police brutality and injustice. Nike’s fame in the NFL played a role in choosing someone as controversial as Kaepernick to become the face of the brand. The picture of Kaepernick shows a closeup of the player captioned “Believe in something. Even if it means sacrificing everything.” The ad was immediately criticized, resulting in Nike stocks dropping as well as many critics sharing pictures of Nike brand shoes burning. The decision was not a defiant act, but more of an acknowledgment of how sports culture has changed and a hope to sell inspiration. Kaepernick’s social stature has grown much since he departed from the NFL, being named GQ’s Citizen of the Year as well as winning the Amnesty International’s Ambassador of Conscience Award. Nike gambled by using Kaepernick but any publicity is good publicity, for both Kaepernick and Nike.


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