Published: 14/05/2019 by Kayleigh Walter
Over the labour day weekend Nike released their latest marketing campaign celebrating 30 years and it caused quite a stir, resulting in the JustBurnIt hashtag and videos/images of people protesting their message by cutting the Nike tick off of their socks or burning their Nike shoes, (some while they were still wearing them) even though it’s their money they’ve already spent and doesn’t impact Nike at all and by sharing it on social, they're only hiking up the interest.
Their choice of Kaepernick has a lot to do with his current lawsuit with the NFL in which he believes he was kept out of the league due to the stance he took during the 2016 National Anthem, a move he and others did in a stand against police brutality to people of colour. They've picked someone who is a big deal in the sporting world and someone who has decided to work on making a change; ‘Believe in something. Even if it means sacrificing everything.’
However, some have had problems with this pairing of Kaepernick and the message they're promoting. Many think there are more deserving people such as Soldiers and Police who sacrifice more every day, who are much more deserving than Kaepernick who is sacrificing his income, his lifestyle and his career.
On Thursday Nike launched their full-length advert and it is as moving as it is motivating. Focusing on the idea that you don’t have to be like everyone else to be the very best version of you, it makes you want to get up and do something. Using a number of high profile sports personas, all who have had to overcome challenges to get to where they are today is meant to encourage and inspire you to get up and do something.
There is no doubt Nike had thought about the potential fallout from their message or the fact they’re one of few companies to take a political stand. After a week, it appears Nike knew what they were doing with their online sales jumping up to 31% and their latest collaboration with Wizkid sold out online in minutes.* Kaepernick even released his own t-shirt on his website with his number and the words 'I'm with Kap,' this too sold out in minutes so this campaign has done nothing but bring in more money for Nike and Kaepernick.
Nike is using their power and their influence to fight for positive change and for that they deserve a round of applause, even if their main drive is making a profit, not necessarily changing the world.
‘So don’t ask if your dreams are crazy. Ask if they’re crazy enough.’