Protest sells shoes for Nike

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.

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