Kaepernick's tweet announcing the campaign has generated at least $43M in free advertising for NikeGETTY IMAGES
Nike ventured into "charged political territory" when it put Colin Kaepernick at the center of its 30th anniversary "Just Do It" campaign, "risking backlash to align itself with a cause that has resonated with young consumers," according to a front-page piece by Beaton & Safdar of the WALL STREET JOURNAL. Nike saw opposition to its decision in the aftermath of the announcement when many shoppers began "calling for boycotts of its products." Images of people "torching Nike shoes and cutting swooshes out of gear surfaced on Twitter and other social-media sites." Shares of the company fell more than 3% yesterday, though they are "still up about 27% for the year." The company now "faces questions on two fronts: whether its reinvigorated partnership with one of the most controversial figures in sports will prove fruitful; and how this move will affect its relationship with the NFL." An NFL exec said that the league had received a "modest heads-up" that Kaepernick was going to be used again by Nike. However, the "exact messaging attached to him and the extent of the revitalized commercial relationship with the player wasn’t made clear" (WALL STREET JOURNAL, 9/5). The NFL yesterday issued a statement on the ad, with the league's VP/Communication & Public Affairs Jocelyn Moore saying, “The National Football League believes in dialogue, understanding and unity. We embrace the role and responsibility of everyone involved with this game to promote meaningful, positive change in our communities. The social issues that Colin and other professional athletes have raised deserve our attention and action” (Mult., 9/4).
BOLD STRATEGY: AD AGE's Schultz & Pasquarelli noted Nike has "stolen the spotlight in the sports world and beyond" with the ad. It is a "bold move in an age where marketers often talk a big game about becoming part of the cultural conversation, but often fall short by refusing to take much of a stand on anything" (ADAGE.com, 9/4). In N.Y., Draper, Creswell & Maheshwari in a front-page piece note in an era "rife with divisive political discourse, most major public companies try to avoid taking stances that could make customers angry, particularly when rabid social media campaigns can cast any decision into a larger social statement." Nike’s strategy "risks alienating countless consumers" who believe the protests around the national anthem are "disrespectful." However, it could "pay off among Nike’s base of young customers and fans" and signals that political stances could be seen as "winning issues by some brands." According to one estimate, the campaign, which was announced with a simple tweet by Kaepernick, has generated at least $43M in "free advertising for Nike" (N.Y. TIMES, 9/5). ADWEEK's Diana Pearl noted any backlash Nike receives is "likely worth it." Marketing consulting firm Metaforce co-Founder Allen Adamson said that in today’s world, a brand "must take a stand -- even if it means alienating some of its customers -- in order to not only to remain relevant but to capture consumers’ attention." He added, "Brands that try to please everybody become invisible in today’s marketplace" (ADWEEK.com, 9/4).
PLAYING THE LONG GAME: In Portland, Jeff Manning writes tangling with President Trump and "declaring solidarity with Kaepernick may offend millions." However, a majority of the young people -- who "make up two-thirds of Nike's consumer base -- will probably side with the company" (Portland OREGONIAN, 9/5). The GLOBE & MAIL's Cathal Kelly writes alienating customers will "cost Nike in the short term, but a company this large with a product this ubiquitous does not survive by being monolithic." It must give off the "impression of taking risks, without actually taking many." That is what "keeps the kids interested" (GLOBE & MAIL, 9/5). In Detroit, John Gallagher writes Kaepernick's ad "demonstrates an uncanny ability on Nike's part to understand its customers and to tap into the spirit of the age" (DETROIT FREE PRESS, 9/5). CBS' Norah O'Donnell said, "An important point is courting younger. The younger people are out there looking toward them." CBS' Gayle King: "They know their audience" ("CBS This Morning," 9/5).
TRUMP CHIMES IN: Trump yesterday said Nike sent a "terrible message" by making Kaepernick the face of its latest campaign. He added there is "no reason" for Nike to use Kaepernick. Trump: "It’s a terrible message that they’re sending and the purpose of them doing it, maybe there’s a reason for them doing it, but I think as far as sending a message, I think it’s a terrible message and a message that shouldn’t be sent. There’s no reason for it." However, he added, "As much as I disagree with the Colin Kaepernick endorsement, in another way -- I mean, I wouldn’t have done it. In another way, it is what this country is all about, that you have certain freedoms to do things that other people think you shouldn’t do, but I personally am on a different side of it" (DAILYCALLER.com, 9/4). A BALTIMORE SUN editorial states that everyone "posting images of burned or defaced Nikes" since word spread of Kaepernick’s new Nike campaign over the weekend "should consider this: It is they who transformed him from a quarterback whose career had been middling since taking his team to (and losing in) the Super Bowl into an icon, someone whose cultural power far transcends sport" (BALTIMORE SUN, 9/5).
OUT ON THE SWOOSH: In El Paso, Daniel Borunda reports Texas Lt. Gov. Dan Patrick is "boycotting Nike" after the unveiling of the Kaepernick ad. He said during a campaign stop yesterday, "I'm not going to spend any money on a company that disrespects our flag" (EL PASO TIMES, 9/5). In Orlando, Dave Whitley writes under the header, "Nike Gets Political With Kaepernick Deal. Time To Run From The Swoosh" (ORLANDO SENTINEL, 9/5). Fox Sports' Clay Travis in a special to USA TODAY writes under the header, "Why I'm Boycotting Nike: Get Woke And Go Broke" (USA TODAY, 9/5).
CHANGING THE GAME: USA TODAY's Jarrett Bell writes Kaepernick has "new juice that provides a remarkable opportunity for him to take his activism to an all-world level." He may have "taken his last snap as an NFL quarterback," but he also may be "only beginning to build his legacy" (USA TODAY, 9/5). In Boston, Renée Graham writes, "Kaepernick isn’t going away. He shouldn’t. America needs him" (BOSTON GLOBE, 9/5). But USA TODAY's Dan Wolken writes it is difficult to give Nike "too much credit for courage when, by this point, they’re simply following public sentiment rather than trying to influence it." Wolken: "Wouldn’t the time for that have been two years ago when Kaepernick took his first knee?" If Nike really wanted to make a difference on behalf of the causes he was championing, wouldn’t it have been more dramatic to endorse Kaepernick’s protest then?" It is "too little, too late to be particularly meaningful beyond what it does for Nike’s image" (USA TODAY, 9/5).
ALREADY A SUCCESS? From yesterday at 11:00am ET through 11:00am today, there have already been 3.3 million mentions of Nike and 1.2 mentions of Kaepernick on Twitter, according to an analysis by social media analytics firm Sprinklr. The hashtag #JustDoIt has had 213,696 mentions, while #Nike has got 150,222 mentions. Rounding out the top five in mentions are #Nikeboycott (86,977), #BoycottNike (63,157) and #ColinKaepernick (30,918). L.A. and Houston are the top markets contributing to the chatter (THE DAILY).
