Nike’s 30th anniversary Just Do It campaign  underlines the mantra that brands and corporations are expected to take a stand on issues and walk the walk as responsible members of society, reports PRWeek, which added that the campaign “featuring former San Francisco 49ers quarterback Colin Kaepernick includes the caption, “Believe in something. Even if it means sacrificing everything.”

“Kaepernick famously took a knee during the pregame national anthem in 2016 to raise awareness of police brutality against African-Americans. He has not been signed by a team since the end of that season and has sued the league’s owners, accusing them of colluding to keep him unsigned.

“Nike’s activation of Just Do It around Labor Day, the end of summer, and the first game of the new football season were all designed to garner the maximum attention possible. The iconic sneaker maker’s executives will have calculated the risks and benefits and were no doubt well-prepared for the inevitable backlash and blowback from such a campaign.

“It shows brands are no longer just flying under the radar and operating out of sight of their stakeholders. They are being forced into dialogue on issues whether they like it or not – consequently many of them are taking a proactive stance and getting ahead of the narrative.

“Nowhere has that been better illustrated than this week when not just Nike but also Levi’s stepped up to the plate on hot button issues that resonate with their core target audiences but polarize opinion across the country.”

More here.

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