Companies and brands often attempt to avoid taking strong public positions out of fear of alienating customers, but Nike is running straight into the political fray.
Just days before a new NFL season gets underway, Nike is throwing its weight behind one of the most polarizing figures in football, and America: former San Francisco 49ers quarterback Colin Kaepernick.
Kaepernick will be one of the faces of Nike’s 30th anniversary commemoration of its iconic “Just Do It” slogan. The campaign will also feature athletes such as Serena Williams, NFL wide receiver Odell Beckham Jr., and Shaquem Griffin, a rookie linebacker for the Seattle Seahawks whose left hand was amputated when he was a child.
Kaepernick tweeted out a photo from the campaign on Monday. Over a black-and-white picture of his face, a caption reads, “Believe in something. Even if it means sacrificing everything.”
In backing Kaepernick, whom the company has sponsored since 2011, Nike is making a high-stakes gamble that its customers support his protest, or at least that enough of them do. The company is also betting its brand can withstand criticism from conservative corners, including the White House.
Article source: https://money.cnn.com/2018/09/03/news/companies/colin-kaepernick-nike-just-do-it/index.html
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