Nike: Doing the right thing is never a bad idea

Colin Kaepernick

Colin Kaepernick showed incredible courage and audacity to speak out against police brutality toward African-Americans when he took a knee during the national anthem two years ago while a member of the San Francisco 49ers. Others in the National Football League followed his lead. Sadly, it cost him his job as an NFL quarterback. He’s been blacklisted by league owners thanks to his silent-but-peaceful actions.

As an activist, Kaepernick’s is a respectful dialogue and one that refuses to lower himself to the low level of unrestrained invective shown by President Trump. His is an approach to dissent and public debate that is the antithesis of the president’s persistent bullying of black professional athletes, whom he is determined to punish for their outspokenness. Showing restraint and civility are not a strong suit of this sitting president.

Last week, in a simple, straightforward image of a black and white photograph of Kaepernick, with his mouth set and his eyes staring straight into the camera, the message “Believe in something, even if it means sacrificing everything,” spoke great volumes, as Nike’s 30th anniversary campaign for its iconic “Just Do It” slogan was revealed to much fanfare – and plenty of criticism.

In its first day, according to an MIT Sloan School of Management study, the Kaepernick Nike advertisement generated more than $43 million in media exposure.

“It’s hall-of-fame-level type advertising,” said MIT Sloan senior lecturer and research scientist Renée Gosline, whose research has focused on brand strength and social media storytelling. “Not to mention the signal it sends given the current climate.”

While some have protested the use of Kaepernick as the face of the famous American shoe and athletic apparel company, Nike’s sales have soared. Nike knew what it was doing – and its pockets are deep enough to withstand any short-term fallout.

As part of its “Just Do It” campaign, Nike also debuted a two-minute TV commercial, “Dream Crazy,” narrated by Kaepernick (who makes a cameo appearance), during the premiere of “NFL Thursday Night Football” last week. Within 24 hours, it had more than 5 million views on YouTube.

I applaud Kaepernick’s convictions. His courage will help move our world forward. I hope others will follow his lead and do the right thing.

One thing’s certain, doing the right thing – and to dream crazy – is never a bad idea.

Photo: Courtesy of Nike.com
Video: Courtesy of YouTube
Learn more about the MIT Sloan Management study: http://mitsloan.mit.edu/newsroom/articles/in-kaepernick-ads-nike-further-develops-its-brand-point-of-view/