Nike has caused a lot of controversy with a daring advertising campaign. ‘Believe in something. Even if it means sacrificing everything.’– it’s a message the sports brand would love to mirror on their own image. But Nike does not run any real risks at all.
Nike celebrates the thirty-year jubilee of their successful ‘Just Do It’ marketing with a campaign that hasn’t been going unnoticed. The leading man of the new campaign is Colin Kaepernick, the first American football player who, in 2016, knelt in protest against racism and police brutality during the national anthem, fueling a national debate. A brave act, that came with a high price. It presented Kaepernick with both praise and criticism. Since the kneeling, however, no American football team has offered him a contract. The Nike campaign is now met with the same division.
The campaign text from Nike reads: “Believe in something. Even if it means sacrificing everything” and refers to the daring action of Kaepernick two years ago. Whoever looks at the fierce anti response, with Twitter campaign #justburnit front and center, sees that this text might as well be about Nike