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Marketing Controversy: Nike & Colin Kaepernick

Ask our Experts
Posted on September 5, 2018

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

Bruno Delorme
Part-time lecturer, Department of Marketing, JMSB

Jordan LeBel
Associate Professor, Department of Marketing, JMSB
(514) 848-2424 ext. 2907
(available beginning September 6th)

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