Nike’s new Just Do It ad campaign features Colin Kaepernick, the NFL quarterback who kneeled during the national anthem to bring attention to racial injustice and police brutality. Kaepernick was cut from the team, and hasn’t made a roster since, which has led him to file a lawsuit against the NFL for colluding to keep him off the field because of player protests.
Twitter’s response to the Nike ad drew both praise and criticism. Some posted videos while burning their Nikes; others celebrated the commitment to social justice.
Nike stocks reacted negatively but quickly rebounded.
Nike’s choice to use Colin Kaepernick is consistent with its brand at a time when consumers (one study showed two-thirds of consumers) believe it’s important for companies to take a stand on social issues.
According to multiple reports, Nike’s online sales have increased by 31% over a few days.
“I stand with Nike, all day, every day.”
“I think 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,” Trump told the Daily Caller. “There’s no reason for it.”
Kaepernick-designed, limited-edition jersey sold out in a few hours.
The jerseys have “#IMWITHKAP” across the front, “Kaepernick” on the back, with his number “7” on both sides. It cost $175, with 20% going to Kaepernick’s Know Your Rights campaign, an organization created to help “raise awareness on self-empowerment” for youth.