In 2018, Nike found itself at the center of a social media maelstrom with its groundbreaking advertisement showcasing Colin Kaepernick. The famous athlete, formerly a quarterback for the San Francisco 49ers, initially gained widespread attention in 2016 for his bold act of protest against police brutality and racial inequality—a demonstration that involved kneeling during the American national anthem.
Nike’s decision to collaborate with Kaepernick on their advertising campaign was a calculated move that reverberated across the digital landscape. The repercussions were swift and intense, as the public’s reaction was sharply divided. Supporters lauded the sportswear giant for aligning itself with a prominent advocate for social justice, while critics vehemently voiced their disapproval, accusing Nike of disrespecting the national anthem and disregarding the sacrifices made by members of the armed forces.
The controversy surrounding Kaepernick’s protests had already engulfed the nation, polarizing communities and sparking heated debates about the role of activism in sports. By capitalizing on this contentious issue, Nike embraced the power of their brand to take a stand on a deeply divisive topic. With their campaign, they aimed to push boundaries, ignite conversations, and cement themselves as champions of social progress.
The advertisement itself encapsulated Nike’s signature style—visually arresting and emotionally charged. It featured Kaepernick’s resolute face overlaid with a bold text: “Believe in something. Even if it means sacrificing everything.” Powerful, succinct, and provocative, these words served as a rallying cry for those who supported Kaepernick’s cause and inspired others to question the status quo.
The impact of Nike’s partnership with Kaepernick extended far beyond the realms of marketing and sports. It became an emblematic symbol of a larger movement—an intersection of politics, race, and the influence of corporate entities on sociopolitical discourse. The ad struck a chord with a younger generation increasingly attuned to issues of social justice and eager to challenge established norms.
While some critics called for a boycott of Nike, the company’s calculated gamble paid off. Despite initial backlash and publicized instances of customers burning their Nike gear in protest, Nike’s stock prices soared to an all-time high in the months following the ad’s release. By aligning themselves with Kaepernick’s message, Nike tapped into the fervor surrounding his activism and galvanized a consumer base driven by values and social consciousness.
Ultimately, Nike’s decision to feature Colin Kaepernick in their advertisement was about more than just selling shoes or generating controversy. It symbolized a larger shift in the role corporations play in shaping cultural conversations. By embracing a divisive figure like Kaepernick, Nike embraced risk, ignited dialogue, and positioned itself at the forefront of a movement fighting for racial equality and justice. In doing so, they demonstrated that brands can no longer remain neutral and apolitical in an increasingly politicized world.
