“The question becomes, do marketing campaigns work even if they are “hypocritical” to the brand?” — I think it works but I don’t think it makes them sincere. At the end of the day Nike is a massive corporation concerned with their profits. Sports naturally attract a diverse group of people so aligning with right wing ideology/not taking a stance would be a disaster for them. However, one of the things Nike is criticized for involves exploiting minorities…just in countries outside of North America. But we’re a long way off from having feel good campaigns about that.