USU students react to Nike’s latest ad campaign involving Colin Kaepernick
Nike has been at the center of attention this week thanks to their latest ad campaign. The new ad was created to celebrate the 30th anniversary of their slogan “Just Do It.” For the face of this ad, they used former NFL quarterback, Colin Kaepernick, with the sentences “Believe in something. Even if it means sacrificing everything.”
In 2016, Kaepernick began kneeling on one knee during the playing of the national anthem before the start of games. He did this to protest racism, police brutality and social injustice. It wasn’t very long before other players began doing the same. Since then, Kaepernick has filed a lawsuit against the NFL, accusing the league of not giving him a contract because of his on-field demonstrations.
Currently, the NFL is a major partner of Nike.
In just the few days that this ad has been out, the world has taken notice. On twitter, thousands of people are tweeting #boycottnike and posting videos of their Nike clothes burning. Opposing the protesters are thousands more that are standing with the company.
With a divided customer based, what does this move mean for Nike in the future?
According to an email from Eric Schulz, senior lecturer of marketing, Nike will be doing just fine.
“Nike’s brand is about empowerment. Nike’s products empower athletes to perform at their peak,” Schulz wrote. “The Kaepernick campaign is an extension of that core brand strategy. Its message is relevant yet unexpected, it touches an emotion and it makes Nike the hero. That’s what world-class advertising is all about.”
Nike is thriving off the fact that everyone is talking and writing about them. With all the attention from social media, the company is receiving free advertising. The new ad has also brought back to life a conversation about disrespect, social injustice and what happens when athletes are involved.
Through all of this, Schulz feels that the brand will only be strengthen more.
“Athletes know race isn’t an issue when competing in sport. In sport, we are teammates, competitors, and we respect the dedication and work it takes to compete regardless of what else might be going on in the world. Sport sees no color. Sport sees effort, dedication, focus. Sports empower every competitor. Nike empowers athletes,” Schulz wrote.
For consumers, the choice is up to them whether they will continue to support Nike or take their business elsewhere. For many, the concept of disrespect towards the United States has made them question the brand. Austin Trujillo, Utah State University accounting and MIS major, had some second thoughts on his previous purchases.
“I didn’t like the kneeling by any player because it’s a form of disrespect. I have a ton of Nikes, but by Nike doing this, I’m not sure if I would get more. I’m not actively against it though,” Trujillo said.
Since the ad has been running, Nikes stock has been affected. The president of the United States also voiced his opinion on the matter on Twitter. For Sean Mitchell, a Spanish major, this was all rather unfortunate for the company.
“I think it’s a hard subject. Personally, I believe it is well within Kaepernick’s right to practice his patriotism,” Mitchell said. “I think it’s unfortunate. It’s Nikes right to support him. It’s also unfortunate that so many people are against it that their stock dropped.”
On the other hand, many students feel that this is a step in the right direction for Nike. The message they are getting across isn’t solely about Kaepernick, but something positive. Maddy Cottle, a USU sophomore, couldn’t quite understand why people would abandon the brand and burn their Nike.
“Why are people burning stuff? You already bought the product and made Nike money. Obviously, Nike has been planning this for a while, the cost outweighs the risk,” Cottle said. “It’s a good ad, not because of what Kaepernick is doing. There’re other athletes involved and it has a good message. If you believe in something you should go for it.”
—shelby.black@aggiemail.usu.edu
@shelbsterblack