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    Nike launched an ad campaign in 2018 featuring Colin Kaepernick, who knelt during the national anthem to protest social injustice and police brutality. This was a risky move as it drew attention to a politically polarizing issue. However, it aligned with the Black Lives Matter movement advocating for African American civil rights. The ad quoted "Believe in something. Even if it means sacrificing everything," showing support for athletes pushing boundaries. By highlighting Kaepernick, a famous football player and activist, Nike aimed to bring attention to their campaign and products among their target market of athletes and millennials. Some questioned if this was a genuine stand or marketing ploy, and whether the potential gains would outweigh risks

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    Nike launched an ad campaign in 2018 featuring Colin Kaepernick, who knelt during the national anthem to protest social injustice and police brutality. This was a risky move as it drew attention to a politically polarizing issue. However, it aligned with the Black Lives Matter movement advocating for African American civil rights. The ad quoted "Believe in something. Even if it means sacrificing everything," showing support for athletes pushing boundaries. By highlighting Kaepernick, a famous football player and activist, Nike aimed to bring attention to their campaign and products among their target market of athletes and millennials. Some questioned if this was a genuine stand or marketing ploy, and whether the potential gains would outweigh risks

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    13 views5 pages

    Case Analysis U-1

    Uploaded by

    Meenakshi UK
    Nike launched an ad campaign in 2018 featuring Colin Kaepernick, who knelt during the national anthem to protest social injustice and police brutality. This was a risky move as it drew attention to a politically polarizing issue. However, it aligned with the Black Lives Matter movement advocating for African American civil rights. The ad quoted "Believe in something. Even if it means sacrificing everything," showing support for athletes pushing boundaries. By highlighting Kaepernick, a famous football player and activist, Nike aimed to bring attention to their campaign and products among their target market of athletes and millennials. Some questioned if this was a genuine stand or marketing ploy, and whether the potential gains would outweigh risks

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    of 5

    CASE ANALYSIS : DREAM CRAZY (NIKE)

    When Nike released the 30th anniversary “Just Do It” campaign, Nike’s brand leadership team members were
    taking a calculated risk. They knew full well how Kaepernick’s high profile protest might rub some of its
    consumer base the wrong way, yet they moved forward with it anyway in 2018, Nike launched a new ad
    campaign that was based on a strong political conflict capable of tearing apart the United States. The nation was
    polarized as a result of increased racism, police brutality, and social injustice.

    Atal Bihari Vajpayee School of Management and Entrepreneurship, Jawaharlal Nehru University
    In the midst of an era labelled as the Black Lives Matter movement, where African Americans felt
    oppressed and helpless due to the violent attacks against black communities across the country, Nike
    drew a great deal of attention with their new campaign strategy that showed support for black
    communities, athletes, and civil liberties proponents. The ad featured professional football player
    and civil rights activist Colin Kaepernick, best known for taking a knee during an NFL game’s
    national anthem to protest social injustice and police brutality. that were pushing boundaries in
    society in some way.

    Atal Bihari Vajpayee School of Management and Entrepreneurship, Jawaharlal Nehru University
    The advertisement image began with a quote that stated “Believe in something. Even if it means
    sacrificing everything.” Since Nike is a sports gear and apparel company, their products fit well into
    this campaign strategy because it highlights a celebrity athlete that is known worldwide. Their main
    objectives were to bring headline attention to the campaign by highlighting athletes.

    The Ad: https://www.youtube.com/watch?v=jBnseji3tBk&ab_channel=KPIXCBSSFBayArea

    Atal Bihari Vajpayee School of Management and Entrepreneurship, Jawaharlal Nehru University
    To Think Over:
    • What is the marketing strategy behind Nike’s deal with Colin Kaepernick?

    • Is this a marketing move or truly a heartfelt and courageous backing of principle?

    • If it is a marketing move, what are the risks, potential losses and potential gains?

    • Some say Nike will appeal to millennials with this strategy? Will that work? What about other
    market segments that may not appreciate this stand?

    Recommendation: Analysis of reinstating ad of Nike titled Dream Crazier


    https://www.youtube.com/watch?v=Yvkf88eSTrI&ab_channel=CNBC
    Related keywords: Cancel Culture
    Case study source:- Pennsylvania State University

    Atal Bihari Vajpayee School of Management and Entrepreneurship, Jawaharlal Nehru University

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