Nike Just Do It Advertising Campaign – NYU sports marketing professor David Hollander says the deal between Nike and Colin Kaepernick is a win for both and gives the NFL a chance to focus on football and not politics. (September 4)
That tagline, part of a new ad featuring former NFL quarterback Colin Kaepernick, could also sum up the philosophy behind Nike’s decision to feature the controversial football player in its 30th anniversary “Just Do It” campaign.
Nike Just Do It Advertising Campaign
The move sparked calls for a boycott and images on social media of angry customers setting Nike gear on fire in protest. But at a time when the teenagers who make up Generation Z are focusing their spending power on companies willing to take risks, Nike may have far more to gain than to lose by entering the fray, some retail watchers say.
Man Behind Nike’s ‘just Do It’ Slogan Has Died
“I think it’s a brilliant move,” says Rick Millenthal, CEO of marketing firm The Shipyard. “We all know that Nike’s ‘Just Do It’ campaign is one of the most consistent and amazing long-term campaigns, but the truth is that it is outdated for this new generation… People today are interested in authenticity.” And I think in the long run, it will pay off – and I think it already has. We all talk about it.”
Nike’s ad echoes recent actions by other companies that have taken a stand on controversial issues during one of the most polarizing cultural moments in living memory.
On Tuesday, Levi Strauss & Co. announced it is establishing a fund that will provide more than $1 million in grants over the next four years to groups and activists working to prevent gun violence. It would also help build a coalition of business leaders to try to stop the shooting epidemic in the country.
MORE: If you cut Nike on Colin Kaepernick, you might as well cut Chuck Taylor
In 2016, Target announced a transgender bathroom policy that allows people to “use the bathroom or room that matches their gender identity,” prompting backlash from some conservative activists. And in February, Dick’s Sporting Goods banned the sale of assault-style weapons, high-capacity magazines and handguns to customers under 21 two weeks after the school shooting in Parkland, Florida.
“As business leaders with power in the public and political arenas, we simply cannot remain silent when it comes to the fabric of the communities in which we live and work,” wrote Chip Berg, Levi’s president and CEO inan op. -red for Fortune. “While taking a stand may be unpopular with some, doing nothing is no longer an option.”
Kaepernick is one of several athletes, including tennis star Serena Williams, professional skateboarder Lacey Baker and wide receiver Odell Beckham Jr., who are participating in the sports giant’s 30th anniversary campaign with its iconic slogan “Just Do It.”
Kaepernick, whose announcement took place on Labor Day, became a lightning rod for debates about social justice, patriotism and the appropriate way to fight for both when he took a knee during the pregame playing of the national anthem in 2016. Many other players followed suit, and Kaepernick became a symbol of the Black Lives Matter movement protesting police brutality.
A Closer Look At Nike’s
But 2016 marked the last season Kaepernick played in the NFL. He filed a settlement complaint with the league, alleging that NFL owners conspired to deny him a team position because of his protests. Last week, arbitrator Stephen Burbank sided with Kaepernick when he denied the NFL’s request for summary judgment, ruling that there was enough evidence to support Kaepernick’s claim.
Some marketing experts say Kaepernick, who signed with Nike in 2011, is a perfect fit for the “Just Do It” mantra. And Nike’s decision to stick with it during the controversy may be especially noteworthy for members of Generation Z, a group that currently influences $600 billion in household spending and is expected to make up 40 percent of all shoppers by 2020.
“Generation Zis is all about authenticity,” says Bob Phibbs, CEO of Retail Doctor, a New York-based consulting firm. “When a brand says, ‘This is who we are,’ that’s the best customer service you can offer because ultimately they’re selling a feeling and a worldview and saying this is where we need to go and we’re committed to anchoring our brand.” . on it.”
But Nike’s decision is potentially explosive, pitting Nike against the NFL, one of its most important partners, while also risking the loss of some customers who believe Kaepernick should be shunned, not attracted.
Nike: Just Do It Celebrates 30 Years With Kaepernick Boost
#NikeBoycott was trending on Twitter on Tuesday, and Nike shares fell 2.75 percent to $79.94 by midday, though the price recovered Wednesday morning, down less than 1 percent to $79.72.
“Nike’s campaign will generate both attention and discussion, which is arguably one of its main goals,” Neil Sanders, managing director of retail consultancy GlobalData, wrote in a note. It appears to be taking sides on a highly politicized issue. This means it can end up alienating and losing customers, which is not the goal of a marketing campaign.”
Margie Tagmeyer, 60, said she questions Nike’s motives. “I think Nike itself is using Kaepernick for money,” he says. “They’re not doing it out of the goodness of their hearts. It’s free advertising and it’s wrong. I don’t have a problem with what the guy’s trying to do, but where he’s doing it is wrong. I know I won’t look at Nike stuff again because there’s always someone Others who have it.
Another critic, country singer John Rich of Big & Rich, tweeted a picture on Monday of socks with Nike’s ‘swoosh’ cut out of them.”Our Soundman just cut out Nike socks,” he wrote. “Ex Marine. Get ready @Nike multiply that by millions.”
Nike: Just Do It. • Ads Of The World™
“Just like the NFL whose ratings have dropped, Nike is absolutely killing it with anger and boycotts. I wonder if they had any idea this would happen? As for the NFL, I’m just having a hard time. Watch and it will always be like this until They don’t protect the flag!”
But the response to the boycott calls was equally fierce, with supporters pledging to buy more Nike merchandise and even company stock.
“Every person who burns shoes today is 2 more Nikefans,” Paul Carrick Brunson wrote on Facebook. “This is the boldest and smartest business decision I’ve seen made by a major company this year. The stock is going down because institutional investors have no idea about the culture. I just bought the stock.”
Matthew Chapman tweeted @fawfulfan: “Here’s an idea. If you think America’s veterans deserve more respect, why not donate your clothes to a veterans charity instead of cutting them up with scissors like a dumb, nasty little brat?”
Colin Kaepernick Leads Nike’s ‘just Do It’ 30th Anniversary Campaign
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Share All Share Options: Nike Reignites Kaepernick Controversy With ‘Just Do It’ Face
Nike announced Monday night that Colin Kaepernick is the face of the company’s new “Just Do It” campaign. Within minutes of the announcement, the same controversy that Kaepernick sparked two years ago when he began kneeling during the national anthem began anew.
Some conservatives started their own protests, burning their Nike NFL jerseys. Conservative media followed this story. Mainstream news outlets did too.
Column On Nike’s Colin Kaepernick Ad: At Least The Nfl Is Squirming
Kaepernick announced the campaign on Twitter Monday night. The slogan directly refers to his activism: “Believe in something.” Even if it means losing everything.”
LeBron James, Serena Williams, NFL wide receiver Odell Beckham Jr., NFL linebacker Shaquem Griffin and skateboarder Lacey Baker are also part of the “Just Do It” campaign.
Nike is the official apparel manufacturer of the NFL and its stock fell 3 points when the market opened.
It’s not exactly surprising. Kaepernick’s political display has upset not only the NFL, but the sports world in general. President Donald Trump waded into the controversy and regularly criticized Kaepernick.
Nike: Dream Crazy
On Tuesday morning, the same conservative outlets that have been fanning the anti-Kaepernick firestorm also hit on a Nike ad.
Tucker Karlsson slams Nike Colin Kaepernick ad: ‘It’s an attack on the country’ https://t.co/jEYTaahyk5 pic.twitter.com/eaQ5vGhQkB — Mediaite (@Mediaite) September 4, 2018
Kaepernick, who led the San Francisco 49ers to the Super Bowl in February 2013, signed a multi-year deal with Nike that began in 2011. The new deal is reportedly worth millions and includes Kaepernick-branded shoes and apparel, however accurate. Terms have not yet been disclosed by either Kaepernick’s representatives or Nike.
Blowout: Nike has been paying Colin Kaepernick all along, waiting for the right moment. That’s the moment now, as she becomes the face of the company’s 30th anniversary “Just Do It” campaign. pic.twitter.com/uccpDStbq5 — Darren Rovell (@darrenrovell) September 3, 2018
Nike Takes Heat For New Kaepernick Ad — But Is Social Activism Just The New Ad Hook?
Kaepernick is filing a lawsuit against the NFL alleging that NFL teams and owners colluded against him to keep him off NFL rosters because of his protests and protests.
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