Nike puts brand values first with Kaepernick campaign


Are brand values are more important than brand value?

Nike this week rolled out their 30th anniversary ‘Just do it’ campaign featuring the ex 49ers quarterback Colin Kaepernick. In a move that will define the brand for the future, Nike have made an incredible brave move. By featuring a player drummed out of the sport for his infamous kneeling protest on racial issues and now suing the NFL. For a brand of this size to move so strongly to one side of the debate about race in America again shows how brands are stepping in to take the moral void left by our aspiring leaders.

Nike brand takes a stand

Already raising controversy with consumers burning Nike branded products and the companies value taking a hit on the Stockmarket. This will be a defining moment for the brand and while it may suffer socially and  financially in the short term. I believe this will set up the brand as an icon of those beliefs it’s expressing today. Their support of Kaepernick, who I see as this generation’s Rosa Parks, will put them on the right side of history. And the right side of a new world market. This weekend I’m gonna by some Nikes.

Derek Carroll

Derek is the Creative Partner at Truly Deeply, a brand agency with 25 years of experience working with brands to position them for growth. His deep expertise is in creating beautiful, effective and unique brand identities that bring strategy to life and resonate with audiences. Derek has extensive experience developing consumer, business, community and government brands.
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