Is the Colin Kaepernick Nike Ad Smart Marketing?

Colin Kaepernick just made headlines again. This time, for an ad campaign that people seem to be totally with or completely against. More so, Nike took a risk and a possible political stance that has the internet buzzing.   

We all remember Kaepernick’s peaceful protest that didn’t seem to go over too well during his time with the NFL. Many were offended by the kneeling during the national anthem, many joined, and ultimately the NFL had to make a decision that would stop the players from kneeling. Due to the stint, the former San Francisco 49ers quarterback hasn’t been employed by the association since 2016.  

So, you haven’t seen the ad yet? In celebration of the apparel company’s 30th anniversary of its famous “Just Do It” slogan, they released an ad that includes a close-up shot of the athlete’s face and reads, “Believe in something, even if it means sacrificing everything,” accompanied by that always recognizable swoosh. 

Kaepernick tweeted it out to his following and continued to receive backlash and praise – just as he did when he was kneeling on the sidelines.

Believe in something, even if it means sacrificing everything.

— Colin Kaepernick

As for Nike, what does this mean for business? Well… it’s smart.  

Nike knows exactly how to tap into the culture of the world we are living in today. Sure, many don’t like Kaepernick, but today’s generations are looking for a change – and that’s exactly what he represents. He was willing to stand up for something he believed in (just as the ad says) no matter what the consequence was.  

Prior to being recognized by Nike, GQ named Kaepernick the 2017 Citizen of the Year to celebrate “the man who became a movement”.  

While many might disagree with the approach of this ad, it doesn’t seem that Kaepernick or Nike are going anywhere anytime soon.