Nike Takes A Knee With Colin Kaepernick

It was in 2016 when Colin Kaepernick infamously sat during the U.S. National Anthem.
However, about three weeks after and exactly 2 years ago from this day, it was his kneeling during the same national anthem that would start a movement that would start a long and viral campaign, most commonly known as “#TakeTheKnee”.
This would go on to enrage thousands — many citing the armed forces and veterans as reasons to stand, and it being disrespectful to sit during the National Anthem. Kaepernick spoke to the media about this stating,“I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color. To me, this is bigger than football and it would be selfish on my part to look the other way.”
Kaepernick made it clear he does not kneel or sit to disrespect troops or show he is anti-military, instead trying to stand behind serious social issues, such as oppression and police brutality.
Eric Reid became the first team member to join Kaepernick in kneeling alongside him during the National Anthem. It wasn’t long after, that other fellow team members, and NFL players, joined him in protest. The movement went viral among social media platforms like Twitter, where some praised Kaepernick, meanwhile, others bashed him. This controversial move was not only followed by Reid but in the months to come other fellow NFL players followed Kaepernick’s lead, raising their fists or taking a knee to show their solidarity against oppression.


Donald Trump, 45th President of the U.S, took great offense to these acts making the statement below on Twitter:
Trump, alongside other conservative groups, have been very vocal and have not disguised the fact that they encourage NFL coaches to give penalty’s, and not allow players to play if they choose to ‘take the knee’ during the National Anthem. In 2017, Kaepernick decided to opt out of his contract with the 49ers and has yet to join a team. He is also suing the NLF with conspiring to keep him off the field.
On September 3, 2018 Nike launched a campaign with Colin Kaepernick featuring a controversial slogan — obviously referring to Kaepernick’s “Take The Knee” movement despite the NFL and others discouraging it.
The campaign went viral with good reason — Nike choosing Colin Kaepernick as the face of their new campaign meant, to many, that the popular brand had chosen a “side” in a country that has recently been very divided in regards to social issues. Many applauded Nike for such a risky marketing strategy, while others protested through means of the hashtags like “#BoycottNike” and “#JustBurnIt” where they posted videos and pictures tearing the Nike brand logo, one of the top 5 brand logos in the world, off their clothing and shoes, and some even going as far as burning some items.
Why is this a big deal?
Nike wants its consumers to see that they are taking a political stance, regardless of backlash. Experts believe Millennials and Gen Z want to see brands and companies be more involved in social issues and show their support. Nike has made sure to carefully brand themselves as an inclusive company, doing so by breaking certain walls other companies have yet to break— some examples being the release of the Nike hijab, and their Nike Equality campaign.
“At Nike, we believe that diversity fosters creativity and accelerates innovation. We value the unique backgrounds and experiences everyone brings, and want all who join us to realize their full potential. Because different perspectives can fuel the best ideas, we are committed to a workplace that is increasingly diverse and inclusive.”
- Mark Parker, President and CEO of NIKE, Inc.
Not stopping there, on September 5th — two days after the launch of their initial campaign — Nike released their official “Dream Crazy” video.
The video has reach 7.1 million views in just 24 hours and has narration by Colin Kaepernick, and features appraisal of powerful athletes such as Serena Williams and LeBron James. The “Dream Crazy” video centers around the idea of ‘go big, or go home’ — telling viewers “So, don’t ask if your dreams are crazy, ask if they’re crazy enough.”
About Branding Los Angeles:
Branding Los Angeles is an online marketing agency specializing in online campaigns to boost our clients’ online presence. We create unique and special strategies for each and every one of our clients that best suits their needs. Follow us on social media to stay up to date with the latest trends.
Facebook | Twitter | Google+ | Linkedin | Instagram| Website |
