https://www.bloomberg.com/news/articles/2018-09-04/kaepernick-campaign-created-43-million-in-buzz-for-nike-so-far
This week Nike announced their decision to make Colin Kaepernick the face of its 30th anniversary campaign. The former NFL player is known for protesting social injustice by taking a knee during the national anthem. Although some people are praising Nike, there has also been a lot of controversy surrounding this news. Despite the retaliation, the attention has been really good for the brand bringing in more than $43 million worth of media exposure in the first 24 hours since the reveal.
This article was written on September 4th and updated later that day which means that this information is probably accurate for the most part. Nike's latest attempt to connect its brand with a current political project is certainly not its first. In 1992, the sportswear company made one of the first "female empowerment" ad campaigns. This was an effort to align the brand's name with the idea of self-confidence, strength, and power for women. Since the majority of Nike's audience today is younger than 35 and quite ethnically diverse, most of their customers are going to support the protesting of racism and police brutality in the US. This is a smart business move on Nike's part. I believe that this article is saying that whether or not Nike made this decision to truly support this cause or just as a marketing strategy, it's still going to be good for the brand in the end.
this is very well written and i enjoyed reading about nike's new face of the campaign. i agree with you when you say at Nike is making a smart move and this is good for the brand. i believe that it is great that Nike is speaking out against this issue and has made Kaepernick the new face -gracie zytynski
ReplyDeleteYou gave lots of great information. Your connection to female empowerment was very well thought out. It is crazy to think of how fast the money growth has come in for Nike recently.
ReplyDeleteYou are entirely correct in saying that Nike made an intelligent business move. It's unfortunate the scrutiny the company has since fallen under, but according to the stock market, Nike has gained value, showing that they will in the end benefit from their decision.
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