Jordan Brandon

OGL 481

2/14/21

1) Briefly restate your situation from Module 1 and your role.

Nike rolled out an advertising campaign for Colin Kaepernick, who famously kneeled

during the national anthem to protest police brutality and systematic racism towards the african

american community. Over the next 5 modules, I seek to describe and analyze how Nike rolled

out the ad campaign featuring Colin Kaepernick. The campaign related to the masses to stand up

for what they believe in and stand for change. As a consumer, I value the way Nike involves

themselves in social awareness situations. Consumers of varying political persuasions and

beliefs, may have had different reactions to the campaign. But, there is no arguing that Nike

makes sure it plays a factor in social justice issues. In this case I have felt inspired by Nike’s

Colin Kaepernick ad campaign. I will do my part in analyzing how consumers reacted to the ad

campaign and partnerships as well as how the pros and cons of the entire situation.

2) Describe how the symbols of the organization influenced the situation.

Symbolically, Nike has always stood for open discussion of beliefs. I believe Nike

organizes itself internally in a way to where its employees can have open discussions with one

another. I can assume when the marketing team meets to handle a campaign, ideas are listened to

and considered together - for the most part discussion of an ad campaign doesn’t happen when

the marketing department is not altogether in the same room. Having the marketers apart when

making decisions on an ad would make people feel less together and disagreements may occur.
 With the Colin Kaepernick ad campaign, I believe the symbolic ways and history behind

Nike helped shape the event. Looking back at how Nike has marketed athletes, that history has

served to embody what Nike and its employees represents. If you are an employee of Nike you

symbolically represent the athletes that it aligns itself with. Being at Nike throughout the Colin

Kaepernick campaign, employees now culturally within the organization represent the views

expressed in the campaign, which don’t specifically align with a political side.

3) Recommend how you would use organizational symbols for an alternative course of

action regarding your case.

The biggest alternative action I would take in regards to changing the symbolic fram

within Nike, is I would make the connection between the marketers and the athlete closer or

more seamless. I would make it easier for the marketers to work beside the athletes featured in

the campaign so they can bounce ideas off of one another, while maintaining the brand’s

identity. This will feed into a new cultural symbol at Nike that highlights the transparency

between the marketers and the athletes and the audiences the ads and marketing material reach. I

think in a situation where “political” figures are involved, transparency throughout the

organization from the executives all the way to the consumers is important.

Another symbolic thing I would change regarding Nike as an organization, is I would

emphasize unity and teamwork in the workplace. Maybe Nike already does this, but I would

change different parts of the workplace to enhance teamwork and comradery. I would make

groups of tables/desks put together for teams working on certain aspects of the marketing

campaign. That way ideas can be bounced off different individuals seamlessly throughout a work
day. This will also potentially create friendships and more team chemistry which would

hopefully create a better more cohesive product.

4) Reflect on what you would do or not do differently given what you have learned about

this frame.

As a consumer, I don’t know the exact inner workings of Nike’s marketing team. To take

it a step further, outside of what they convey outwardly through their brand, I am not 100 percent

sure what their symbolic frame is made up of. What I would make sure the symbolic frame is

made up of is: comradery, transparency, and openness. I will make sure the desks are clustered

so teams work on their projects together, while bouncing ideas off one another. Then, I will

make sure people are more open about their ideas when working together. The idea is that the

more ideas thrown into the fray, the better the product Nike releases.

The biggest and probably most important aspect that I will make sure of is transparency.

Transparency will span from Nike’s executives, to its marketing team, to its employees and

finally to the consumers. Transparency will be displayed through the publicists at Nike who

release statements and the ads that make waves throughout society. It will also be used between

superiors and employees regarding what Nike stands for and what helps and hurts the brand

regarding advertising. Nike will be transparent with its consumers when communicating why

they choose certain athletes for ad campaigns. And lastly, the marketing team will be more

connected with the athletes featured, which will in turn lead to more powerful, effective ads.