In August 2016, Colin Kaepernick had come under backlash because he had exercised his right to peacefully protest by not standing for the national anthem. He is an NFL Superbowl Champion and a tremendous athlete. Once politics had gotten involved it was all over.
When many Americans had found out that Kaepernick was the 30th-anniversary spokesperson via the social media platform Twitter, instantly people had become divided. Many people decided to destroy their Nike clothing because of it. Which I personally, think is a little insane because those clothes don't come cheap and if your going to be that person that will cut the clothes they own because of a marketing decision well, that is just a waste because someone else would be appreciative of the clothes you are destroying.
Everyone has the right to their own opinion but in situations like this, it is important to know the climate of racial inequality in our country but to also understand that destroying the clothes that you worked hard for then posting it on twitter to make a point is irrelevant.
If a person who was a former Nike consumer no longer supports what they are doing then they should donate their clothes to the Salvation Army, or a Good Will because not everyone has the privilege of cutting or burning their clothing.
Perspective is defined by taking different ideas into consideration that contradict your own personal views. It's one thing to stand for a cause but when I personally see waste, waste of money. That bothers me. I am sure a child in another city or town could've appreciated the clothing that you donated because you are a self-proclaimed "social justice warrior".
Nike's stock shares have gone up from $83.47 to $83.90 a share. It is one thing to lose one market of consumers but another to gain a completely different one. The people who support Nike's decision to have Kaepernick as their ambassador I am sure they will be purchasing more of what that company has in store within the next year or so.
Things to consider is that everyone in America has a voice and they are free to use it as they wish and this instance has shown how two polarizing sides react to a business decision. Kaepernick himself has not played on the field since the 2016 season. Nike chose a person that would be relevant to today's political climate. This strategy worked well for the company because even bad publicity can be good. Nike is also experiencing more brand loyalty than ever, aside from the people burning and cutting their clothing. According to CNN MONEY 44% of consumers ages, 18-34 support Nike's decision in choosing Kaepernick for the 30th Anniversary ad campaign.
Overall this was a smart business move for Nike as a company. They will have an increase in sales from a different niche market but Kaepernick and Nike will make money no matter how many socks or pairs of leggings you cut.
