Lessons for Startups from Nike’s Campaign with Colin Kaepernick

Evan Parker
Sep 6, 2018 · 2 min read

There’s been iconic moments in branding, advertising and marketing that are transcendent, going beyond the ad, product or company.

Apple has been a leader in creating these during the Steve Jobs era, such as the famous 1984 ad for the Macintosh.

For Steve Jobs, often regarded as a marketing genius, much of his inspiration came from Nike, which he would frequently comment that rarely sell shoes in their ads, yet are among the most well known brands on earth.

It’s pretty obvious by now that Colin Kaepernick, the former QB of the San Francisco 49ers, generates lightning-like reactions.

Whether you agree or disagree with him, views, methods or the particular cause, the campaign with Kaepernick, from is bold and daring.

Some may argue that Nike can afford to take risk.

After all, they are official partners with the NFL (just signed an 8 year deal), market leaders in sports and have a large financial arsenal to weather any storm.

However, instead of sitting back, playing it safe and sitting on the sidelines, Nike is powering its future and acting like a startup.

A company, product or brand cannot differentiate itself by being comfortable, safe and neutral.

Most big, clunky companies that get disrupted were usually being comfy and not making enough noise.

Startups can take some obvious lessons from Nike and be willing to:

1. Be bold and take risk.

2. Delight customers that are consistent with your values.

3. Annoy customers that are NOT consistent with your values.

4. Lead by example, even if that means sending a message to your most important partners (like the NFL).

5. Believe in something, even if it means sacrificing everything.

Time will tell how Nike’s campaign with Colin Kaepernick will play out, but we already know that everyone has been reminded that Nike is associated with being bold, willing to take risk and believing in something.

Be crazy enough to just do it.

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