On Monday, Nike introduced their newest campaign starring the most politically divisive athlete in the world, Colin Kaepernick. The campaign began with a single black and white image featuring Kaepernick's determined expression with the maxim, "Believe in something. Even if it means sacrificing everything," alongside Nike's longtime slogan "Just Do It." On Thursday, the campaign's first commercial featuring the ex-49ers quarterback will air during the premiere game of the 2018-19 NFL season. While Nike has consistently partnered with famous athletes for sponsorships throughout the company's 50+ year history, this campaign has been utterly unique in its impact across the political spectrum.
Kaepernick, despite spending six seasons with the San Fransisco 49ers including a 2013 Super Bowl appearance, rose to international fame for reasons that came off the field - or rather, just on the very edge. The young quarterback chose to kneel, rather than stand, for the national anthem during the 2015 NFL season as a silent protest against racial discrimination and police mistreatment of minorities. His political protest came on the heels of major incidents of police brutality, including the notable deaths of both Alton Sterling and Philando Castile. Spurred by the horror of those tragedies, Kaepernick began his quiet revolt using the stage he had. Other players in the NFL soon joined him in bringing light to the litany of ever-present issues facing American minorities.
Colin Kaepernick effectively used his celebrity to call attention to social justice but his protest came at a great personal cost. Despite coming just short of being named Time's Person of the Year in 2017, Kaepernick found himself out of an NFL job. Civil protests haven't slowed down across American sports leagues, notably including the Cavaliers' "I Can't Breathe" shirts, but Kaepernick found himself out of the spotlight for some time. With this incendiary new campaign, his name is back at the forefront of the American lexicon.
Nike's campaign has been met with immediate, fervent response from both sides of the political aisle. The topic of kneeling during the national anthem has been heavily politicized for some time now - conservatives bemoan the disrespect it reveals for veterans and the American flag while liberals view it as a reasonable protest meant to call attention to significant problems. From Trump's tweets and team owners' responses to widespread media coverage, the issue of kneeling during the anthem hasn't disappeared from our political debates. The reintroduction of Kaepernick - a polarizing figure - by a major company has reignited the conversation. Social media has been literally ablaze with images of Nike customers burning their products. Major athletes, on the other hand, have voiced their support for the campaign and its infamous spokesperson.
Make no mistake: this is a calculated move from Nike. Critics have pointed to a minor decline in Nike's stock price during the initial release of the campaign but the decrease was generally in line with industry movement at the same time. Nike, a corporate giant worth nearly $130 billion, makes no decision on a whim. As the apparel company looks to find younger market segments and build deep customer relationships, Kaepernick's quest for justice represented a tantalizing possibility. Young people, galvanized by the star's noble quest, will find themselves turning their morality into more cash in Nike's pockets. The company will certainly weather the storm of temporary backlash. In the long term, this campaign represents a clever marketing move to strengthen a customer base that already tends to agree with the stance of Nike's new de-facto spokesperson.
In 2018, our politics are ripe for companies looking to turn opinions into purchases. Nike may believe deeply in Kaepernick's cause; they may not. This is not the first campaign to prey on the deep political divide in America and it won't be the last. With guaranteed press coverage, sensationalized responses, and fiery conversations on social media, choosing to play the political game is a lucrative option for companies. While the future for Nike and Kaepernick is uncertain, there's one thing that everyone can count on - the circus of attention won't stop any time soon.
