Nike’s Controversial Week

     
     Recently, Nike introduced a campaign including the Quarterback, Colin Kaepernick. In launching this new campaign, Nike risked losing a large portion of its U.S. consumer base. For example, at the end of the first day of the campaign launch, Nike’s stock declined almost 3.2%. So, why did they still use this campaign? They believed that by releasing this campaign they could gain more teen followers, who tend to be more involved in protest movements, particularly when political leaders and other authority figures are not aligned with their feelings and values. Nike had many supporters of campaign, they also had many individuals who didn't support it. Supporters see Kaepernick as a champion of individual rights, fighting for a sense of social justice, for not just people of color, but all minorities and people who feel at times like second class citizens. However some people see him as a questionable character, making the campaign emotionally polarizing. Some detractors even responded by burning all nike shoes and apparel that they owned. For these reasons, I view the 30th Anniversary of ‘Just Do It’ campaign as delivering some short-term pain for the Nike brand. 

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