Nike’s Just Do It ad spotlights 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 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 online sales have increased by 31% over a few days.
- Nike’s choice to use Colin Kaepernick is consistent with its brand at time when consumers (one study showed two-thirds of consumers) believe it’s important for companies to take a stand on social issues.