Nike has not just carefully stepped into a contentious subject matter with their latest JUST DO IT campaign featuring Colin Kaepernick, they have deliberately jumped with swoosh-laced feet into the puddle of cultural controversy. And they did it with a grin and a smirk.
Regardless of where you stand on the subject of NFL players taking a knee during the national anthem and Kaepernick as the symbolic leader of the protest, you may question the wisdom of a sports goods giant like Nike getting involved in politics and social justice, especially given the current partisan climate—not just in the United States, but around the world.
It seems clear that, as a result of this campaign, Nike will lose certain customers. Surely the “shut up and dribble” folks will leave the brand behind, if they haven’t already. Surely many of those who think NFL players are unpatriotic will as well, if their shoes aren’t already burning.
So does this move by Nike make any business sense?
It does. And it’s fucking brilliant.
Nike has always been an iconic brand: A globally recognizable logo, the JUST DO IT tagline and all those amazing ad campaigns, beautifully shot, always cinematic with inspirational copywriting, using the biggest stars as well as everyday amateurs. Starting in 1988 with the 80 year old Walt Stack leaving his dentures behind as he jogs across the Golden Gate Bridge, the glorious Michael Jordan years, Bo Jackson’s “Bo Knows”, through Tiger Woods skillfully bouncing a golf ball on his driver; these campaigns have been recognized as some of the best in the history of advertising.
Nike is still by far the most valuable sports brand in the world, but its brand value has been declining.
With the drop in TV advertising viewership, Nike’s status as an iconic brand advertiser has declined as well. When was the last time we talked about the latest Nike campaign like we did in the 90’s? And are those of us who are old enough to remember those campaigns even still in their target market?
RELEVANCE IS EVERYTHING
Embarking on a journey into the world of political discussion was a calculated way for Nike to become relevant again, especially among a younger and more culturally diverse demographic. Nike is again the number one news topic. The campaign is sparking discussions among politicians, sportscasters and everyday people. This ad would have been brilliantly inspirational—but boringly benign—if it hadn’t featured Kaepernick. But adding him to the spot, not just as a cameo but as THE voice of the campaign, makes this more than just an ad. It is a statement of Nike’s values, a manifestation of the Nike brand.
Featuring Kaepernick also virtually guaranteed millions of additional impressions thanks to a certain trigger-happy tweeter with 54 million followers who, predictably, couldn’t help but chime in.
Good or bad, right now everyone is talking about Nike.
“BELIEVE IN SOMETHING, EVEN IF IT MEANS SACRIFICING EVERYTHING”.
This would all just be a temporary band-aide if it weren’t consistent with the Nike brand. Over the years, their campaigns were all about overcoming the odds, pushing for what you believe in, fighting the good fight. This latest iteration of that message fits.
Brands need to be honest and authentic. Marketers should determine what they believe in and what their brand values are and then commit to them, otherwise they’re just faking it.
Nike committed, and I respect them for it. As will so many of their current customers as well as many new ones. We either identify with their values or we don’t, but at least we know what Nike stands for. That’s more than I can say for many other sports brands. Adidas, Under Armour, Reebok; they all have great products, stunning ad campaigns, super star athletes, etc. But what do they believe in?
The folks at Nike are no dummies. They have been leaders in brand building for decades and they have just reminded themselves (and us) that a strong brand means a strong belief in something.
Well played Nike.
