Why Nike’s deal with Colin Kaepernick is a cape to the Just Do It brand

It’s one thing to sling a slogan. It’s another thing to live it. Amongst the controversy, Nike has emerged a hero in Colin Kaepernick’s black-listed status. As you recall in 2016 the, then San Francisco 49er quarterback began kneeling in protest of police brutality during the national anthem. Despite the peaceful demonstration to bring attention to unnecessary killings by law enforcement, many focused on the symbolism of the flag and took offense, accusing him of being anti-military and anti-American. He was quickly pushed into the spotlight, while slowly being shut out of the NFL. All the while Kaepernick maintained his willingness to play football while exercising his freedom of speech. A freedom many of us would want to exercise in our own lives. The right to work and earn a living and the freedom to actively pursue a cause we feel passionate about . Where most athletes fail to turn idle words into action, Kaepernick walked the walk. However, the NFL wouldn’t have it and some franchise owners went as far as threatening other players against protesting. Criticism even came down from the White House, a place that otherwise should have more important things to do than speak on individual players.
Today, Kaepernick remains unsigned while other athletes (with harsher infractions) remain employed by the NFL. So it comes as a breath of hope that Nike, the most recognized global leader in athletic wear and sports equipment would stretch out their hand in solidarity to Colin Kaepernick during the timely start of the NFL season and Kaepernick’s collusion case against the NFL. Nike has been secretly and actively standing behind athlete’s freedom of expression lately. Just a few weeks ago, Nike commented in support of Serena William’s compression cat suit, when it was ridiculed at the French Open. In today’s divisive climate where self-expression is being chastised and we’re converting to days of people being expected to fall in line (again). Nike is taking risks by standing behind such athletes. Who are these marketing mavericks behind the company’s long standing slogan today? These corporate champions are redefining Just Do It into a true movement. What does this mean? Are they risking corporate loss by endorsing a controversial figure like Colin? Or are they solidifying their place in the history books next to number 7 as a supporter for social change? Either way, Nike has emerged as the biggest supporter who has dared to do what no one has– yet.
The truth is, today’s savvy and socially conscious consumers are seeking products and brands that possess a human element and give back. Companies who view them not just as consumers but as a community. Marketing today is about connections, hashtags and movements. In a time when our country is craving positivity, Nike’s campaign may be a modern day marketing marriage made in heaven (say that three times). For some, Nike’s support of Kaepernick draws a line in the sand, either you’re part of the problem or support a solution. I’m for the latter.
The next weeks and months will tell the outcome of Nike’s decision. I predict other companies will follow. I liken it to a school dance when everyone’s standing around waiting for someone else to be the first on the dance floor. No one wants to be starred at, scrutinized or make the wrong move. Heroes are leaders and leaders take risks.
As a former school athlete myself, I know athleticism goes beyond how hard you swing, how fast you run or how far you throw. Whether you’re varsity, collegiate, semi-pro or pro, athletes are held to a higher standard, an example to others and that’s just the truth. Being a true athlete is a mind, body (and spirit) experience. The only part you leave on the sidelines is the stuff that doesn’t work. Everything else; the passion that drives you, the focus that directs you and your personality that executes it all, goes with you. You take everything and leave nothing (including your truth). Nike understands, that on and off the field you live your truth. You stand by what you believe in. You ignore the naysayers and live. You love, and with every part of you, you go beyond just talking about it. You unapologetically put on your cape and Just Do It.
Aug 2018 Arneson, Kristen “Nike has perfect response to that Serena Williams cat suit ban” Glamour.com
Biography.com Colin Kaepernick Biography A&E Network https://www.biography.com/people/colin-kaepernick-21132801
Nike,Inc Encyclopedia Britannica https://www.britannica.com/topic/Nike-Inc
Nike-Statistics & Facts https://www.statista.com/topics/1243/nike/
