If we quote you Colin Kaepernick and Nike, surely you know that we are talking about the latest advertising campaign of the sports brand, not without controversy. The quarterback of the NFL (National Football League) is the protagonist of this latest campaign with which Nike celebrates the 30th anniversary of its well-known slogan “Just do it”.
The origin of the Kaepernick effect
In it we can see him looking straight ahead, and accompanied by a clear message: «Believe in something. Even if it means sacrificing everything» (Believe in something, even if it means sacrificing everything.) His image will be present in the first game of the 2018 NFL season in the United States.
Where does the controversy begin then? maybe we could travel two years ago to the minutes before one of the NFL games. It is tradition that before each one of them the anthem of the United States always sounds, and it was here that Kaepernick starred in an iconic gesture as a sign of protest against the social injustices that his country is experiencing. yesu image kneeling and refusing to sing the anthemaccompanied by other colleagues, has traveled around the world.
This moment brought consequences to the one who, let us remember, had guided his team, the San Francisco 49ers, to the 2012 Super Bowl final. Although some voices point to a sporting decline of the player, the truth is that it is strange that for a two years has not been signed by any team in the National Football League. Especially since Donald Trump will position himself against the NFL and the protests of the players, even inviting them to leave the country (this is how Hugo Sáez explains it to us in this great thread on ).
Spectacular (and risky) Nike campaign, supporting NFL quarterback Colin Kaepernick.
A bit of context on it:
— Hugo Sáez (@Hugo_saez)
Storm in social networks: support and boycott of the advertising campaign
As we said, Colin Kaepernick has been without a team since his contract with San Francisco ended at the beginning of 2017. He himself understands it as a plot against him for what he did.
However, Nike has shown its full support for the athlete. This is how the vice president of the brand recognizes it: “We believe Colin is one of the most inspiring athletes of this generation and has drawn on the power of sport to move the world forward.”
But what are the reactions of fans and users on social media? Some have expressed their hatred towards Kaepernick and Nike, accusing them of being unpatriotic. Tweets have even been uploaded burning Nike clothes, and leaving comments against the brand under the hashtags #NikeBoycott or #JustBurnIt.
First the forces me to choose between my favorite sport and my country. I chose country. Then forces me to choose between my favorite shoes and my country. Since when did the American Flag and the National Anthem become offensive?
— Sean Clancy (@sclancy79)
Our Soundman just cut the Nike swoosh off his socks. former marine Get ready to multiply that by the millions.
— John Rich (@johnrich)
Others, on the other hand, have applauded Nike’s action and have shown their support for Kaepernick. These are, for example, the words that the former director of the CIA, John Brennan, wrote: “He did not do it to disrespect our flag but to give meaning to the words in the preamble to our constitution: ‘to form a more perfect union.’ Well done Colin, well done.” (taken from ). The magazine has been another one that has applauded the campaign.
Some negative results for Nike
Though Nike stock price down 3% As soon as the campaign was launched, many analysts believe that the brand knew very well what it was doing and that it is a studied action, aware at all times of the controversy it was going to cause.
In fact, thanks to its virality, the campaign has achieved coverage worth 43 million dollars (more than 37 million euros). And the sales? , between Sunday 2 and Tuesday 4 (the Labor Day bridge, a holiday in the United States), Nike online sales up 31% when in the same period last year this growth was 17%.
What’s more, at the end of this week the brand earned more than it lost on the stock market during the first moments. Similarly, also increased the positive perception of Kaepernick in the last days. The player’s post on his Instagram account got more than 1,100,00 likes.
Once the controversy is served, we will closely follow the campaign to see how this story between the player and the sports brand ends.
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