NFL
Nike Selects Colin Kaepernick to be the Face of their 30th Anniversary “Just Do It” Advertisement
Nike’s “Just Do It” slogan has become one of the most successful marketing campaigns in modern history. To celebrate the iconic ad campaign’s 30th anniversary, Nike tapped Colin Kaepernick to be its face.
Kaepernick, a second-round draft pick from Nevada, was selected by the San Fransico 49’ers back in 2011. The 30-year-old led the team to a Super Bowl appearance in 2012 and stayed with the 49’ers until 2016 when he opted out of his contract. During the 2016 season, a picture of the quarterback sitting on the team’s bench during the national anthem went viral. When asked why he was sitting during the anthem, Kaepernick stated:
“I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color. To me, this is bigger than football and it would be selfish on my part to look the other way. There are bodies in the street and people getting paid leave and getting away with murder.”
The blowback was immediate. However, Kaepernick continued to protest — first by sitting, then by kneeling. His actions began to inspire protests from other players as well as intense ridicule from some spectators and fans of the NFL. Kaepernick has remained unsigned after opting out of his contract with the 49ers back in 2016. The QB claims that this is due to collusion within the NFL to keep him out of the league. Many believe that the league had financial incentives to blacklist Kaepernick in order to keep ratings up. Kaepernick is currently suing the NFL’s owners for the aforementioned alleged collusion.
“We Believe Colin is One of the Most Inspirational Athletes of this Generation”
The choice of Colin Kaepernick to headline the campaign carriers great risk and reward. Where Colin’s name goes, controversy follows along with immense media attention. It is reasonable to expect boycotts of the brand from those who have expressed disdain for the protests. On the other hand, supporters of Kaepernick would agree with Nike that no other athlete in recent history embodies the slogan like the embroiled quarterback. Nike’s Gino Fisanotti told ESPN:
“We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward.”
The response to this news has varied from overwhelming support from politicians and fellow Nike athletes to the destruction of Nike apparel.
Nike did not make this decision with ignorance to the negative attention it would get, including potentially from the White House. While they will lose some sales due to boycotts, they are likely to see revenue go up in the coming days after the campaign’s launch.
Regardless, the “Just Do It” slogan has become even more recognizable and emotionally charged. While Nike has taken a risk, their choice has a great possibility for reward. Kaepernick has begun the next chapter of his public career, one of political activist off the field, and this is an important part of that transition.
This headlining imagine in the advertisement campaign may one day be just as iconic as the very protest that started long before Colin Kaepernick decided to sit during the national anthem. The words, “Believe in something. Even if it means sacrificing everything” depending on the reader may or may not ring true. One thing is sure though, Kaepernick is not backing away anytime soon and Nike is ready to stand behind him.
Photo Credit to Adam Fagen via Flickr
Follow Lauren Phillips on Twitter: @LaurenP_52
