Marketing Controversy: Nike & Colin Kaepernick
Sports giant Nike has created a great deal of buzz following the release of its 30th anniversary marketing campaign featuring the tagline: “Believe in something. Even if it means sacrificing everything.” The campaign features football player Colin Kaepernick, who generated controversy by taking a knee during the U.S. National Anthem to protest police violence against African-Americans.
Does this campaign signal a return to Nike’s revolutionary roots, or is it just another marketing scheme intended to reframe Nike as a millennial-friendly, brand activist?
Marketing researchers in Concordia’s John Molson School of Business (JMSB) are available to comment.
Harold J. Simpkins
Senior Lecturer, Department of Marketing, JMSB
(514) 848-2424 ext. 2955
Part-time lecturer, Department of Marketing, JMSB
Associate Professor, Department of Marketing, JMSB
(514) 848-2424 ext. 2907
(available beginning September 6th)