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Check Out The Trending Colin Kaepernick in Nike’s New Campaign

Check Out The Trending Colin Kaepernick in Nike’s New Campaign

September 2022 Sales (LATEST)


September saw Nike trending over social media sites and major news outlets. Its new campaign ad featuring former NFL quarterback Colin Kaepernick was unveiled, and impressed quite a reaction among consumers, positive and negative alike.

A print ad that read “Believe in something, even if it means sacrificing everything. #JustDoIt” featured a close-up of Kaepernick’s face and not much else. A video ad lasting two minutes soon followed, and also made headlines after its launch. This time though, the commercial said much more and included more athletes as Kaepernick takes the lead. Serena Williams, Odell Beckham Jr. and LeBron James all made an appearance, and so did rising sports stars Alphonso Davies and Shaquem Griffin. Kaepernick narrates over the video and concludes with a provocative message, “Don’t ask if your dreams are crazy. Ask if they’re crazy enough.”

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The trending ad marks the 30th anniversary of the beloved Just Do It slogan.

Not new to controversy

Kaepernick, who is signed with Nike since 2011, made the news back in 2016 for his silent protest during the singing of the national anthem before a football game. Instead of standing up, Kaepernick took a knee to express his stand against the systemic oppression of people of color in America. His activism has earned him the ire of some citizens who said that he was disrespectful of the flag and was unpatriotic.

Nike picking Kaepernick for its Just Do It campaign likewise led to hostility from some consumers who were unafraid in expressing themselves on social media, particularly Twitter. They encouraged boycotting the brand for being anti-American, perhaps because Kaepernick’s inclusion in the campaign and the inspiring message that accompanies both print and video versions recalled and meant support in his activism. But Nike stood with the athlete and will soon release a Kaepernick line as well as donate to his charity Know Your Rights Camp, all of which were outlined through the athlete’s contract with the Swoosh.

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Nike is not a rookie in courting controversy. Its move to make Michael Jordan an endorser decades ago was just as risky for the time. But the lay of the land has changed since then and no one would dare question what may have been a controversial pick, especially when considering that a significant percentage of Nike’s consumers are people of color. Nike knew who it is marketing its products to, has carefully considered the possibility of a backlash—perhaps not the charred and shredded items, or even an ordered banning in certain places—and trudged on anyway.

Nike unhurt in sales so far

The deal between Kaepernick and Nike led to a more than 3% drop in the latter’s shares, and the endorsement was projected to cause a similar decline in sales. So far, though, the trend is showing an upward trajectory, which is consistent with the valuable brand’s strong performance in the past year.

Based on a report from Market Watch, sales soared to 31% following the release of the campaign. This is almost double the rate during the same period last year. The statistics were based on just online sales, however. Purchases made through physical stores have not been considered in the calculation.

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Image credits: Nike, Getty Images, Justin Sullivan, AP Photo/Mark Lennihan, Reuters/Robert Hanashiro.

Featured image Credit: Justin Sullivan/Getty Images


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