Kaepernick Just Did It
Nike aired its first “Just Do It” ad narrated by Colin Kaepernick during the NFL season opener, on NBC’s Thursday Night Football.
Colin Kaepernick and Nike tweeted out the full two minute ad, and it blew up right away.
The “Just Do It” ad is a huge part of Nike’s “Dream Crazy” campaign.
Nike said that their ads will be all over commercials during The U.S. Open tennis tournament, college football games, major league baseball, and many social media platforms.
The ad includes multiple famous athletes, some of which were Odell Beckham Jr., Shaquem Griffin, Lacey Baker, Serena Williams and LeBron James.
Nike’s ad opens up with skater Nyjah Houston failing to successfully skate a railing and Kaepernick saying “If people say your dreams are crazy, if they laugh at what you think you can do, good, stay that way, because what nonbelievers fail to understand is that calling a dream crazy is not an insult, it’s a compliment.”
It proceeds through multiple sports clips, and pictures of inspirational athletes who all have one thing in common, pursuing their dreams.
Kaep closes the near 2 minute ad by saying. “Don’t ask if your dreams are crazy. Ask if they’re crazy enough.”
I think Nike made a very risky, and bold decision by showing they support Colin and his whole movement, in a day and age where marketers make a big point to get in the conversation when it comes to cultural fallouts.
There was approximately 5.2 million mentions of Nike and Kaepernick between the Monday the ad was released and Wednesday of that same week.
Citizens all around the United States have since been burning Nike gear, cutting the Nike symbols off of their socks, and claiming they will never buy anything associated with Nike ever again.
I personally think people boycotting Nike is serving the same purpose as trying to shoot the sun with a water gun.
People who already have bought Nike products who are burning them and throwing them out already gave Nike they’re money and it’s not making an impact.
On the contrary, Nikes generated more than $43 million in media exposure in the first 24 hours the ad was out.
So the real question is, will Nike’s ad hurt them, or boost them in the long run?
According to Edison Trends, Nike’s online sales grew by 31 percent over last year during this period, compared to a 17 percent increase in 2017.
The company compared 2017 and 2018 and found an increase corresponding directly with the controversy and release of the ad campaign.
So it doesn’t really matter how much people complain, and cry about Nike’s decisions, in the end, Nike wins.
