The way Kaepernick poses shows that situations must be approached with confidence and poise. It displays the close ranged face shot which shows power and a sense of fearlessness. It is a simple and up-close face shot that alludes to various sports’ characteristics of dominance and strength. When taking the first look at the ad, the audience is presented with a stoic Kaepernick. With this simplicity Nike’s attempt to commodify the politics associated with Kaepernick through the advertisement seem to be working. Nike seems to be communicating their knowledge of the political climate within our nation through this ad. The usage of the colors drew attention to the defining component of the advertisement and it contrasts the typical belief that situations are not merely black and white. Nike took a minimalist approach with this advertisement by cutting out all of the frivolous and idiosyncratic distractions and essentially having the consumers focus on the message they were conveying. Despite Nike’s usual vibrant and graphic ads, the featured ad with Colin Kaepernick is presented in an intense and stark black and white photograph. Nike selecting Kaepernick in one of their most controversial advertisements was a calculated move. This resulted in teams no longer offering him contracts after the 2016 term. Following this incident, half of the public deemed Kaepernick’s actions a blatant show of disrespect. The reason behind this protest was to draw attention to the racial injustice and police brutality issues. Kaepernick, ex 49ers player has been labeled a polarizing figure since 2016, when he denied to stand for the national anthem. 31 - Sept.Ultimately, advocacy from companies of pop culture topics and political issues enlighten the public and initiates to societal change. The 2018 drop, which is being attributed to Kaepernick, is actually less pronounced than the three years prior. In each of the last four years Nike stock has fallen between mid-August and early-October. Moreover, pre-Fall drops in share price are common for the company. In the last five years Nike stock has risen a staggering 167 percent. In short: They gained far more than they lost. Why the social media boycott over Colin Kaepernick is a win for Nike Nike’s campaign with Colin Kaepernick seeks praise and profit, not justiceĪpex Marketing Group has estimated that Nike has gained over $163,000,000 in publicity value since announcing Kaepernick would be the face of the “Just Do It” campaign, with $49 million of that being negative publicity. Is Nike seeing fallout? Sure, but it gained much more. It’s revealed that the partnership between Nike and Kaepernick was so secret inside the organization that top-level business partners and retailers were not told in advance of the planned campaign featuring Kaepernick. He noted that Nike had been paying Kaepernick for some time, and waiting to unveil him as part of the campaign. 3 that Kaepernick will be the face of Nike’s 30th anniversary campaign. But the new “Just Do It” campaign was a surprise.ĮSPN’s Darren Rovell reported on Sept. As a quarterback for the San Francisco 49ers he was featured as part of he “2015 Nike Tech Fleece Aeroloft Collection.” via Īthletes being featured in clothing ads is old hat, but it establishes that Kaepernick had a relationship with Nike before the controversy surrounding his decision to kneel during the national anthem, and subsequent release from the NFL. The relationship between Kaepernick and Nike is nothing new. Kaepernick was featured in Nike advertising back in 2015. Protests during the national anthem continue today, and Kaepernick is continuing with a collusion lawsuit against the NFL claiming the league conspired with teams to ensure he would not be signed. All the athletes who joined Kaepernick’s national anthem protest The truth behind why NFL players protest and how their message gets lost in the politics What happens next in Colin Kaepernick’s case against the NFL? A lawyer explains
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