Sports Marketing Gamble
Nike’s Colin Kaepernick “Dream Crazy” ad (September 2018) - featuring Kaepernick’s face with “Believe in something. Even if it means sacrificing everything” - sparked boycotts, burned shoes, but boosted Nike’s sales and stock.
The ad: Kaepernick as face of Nike’s 30th “Just Do It” anniversary; aired during NFL season opener
Immediate backlash: Conservatives burned Nike shoes, cut off swooshes; #NikeBoycott trended; Trump criticized
Sales result: Nike’s online sales surged 31%; stock hit all-time high weeks later; young consumers approved
Risk calculation: Nike bet younger, diverse consumers outweighed older boycotters; correct
Kaepernick context: Still unsigned NFL QB; Nike contract continued despite blackballing
Cultural statement: Positioned Nike with social justice, racial equality; corporate activism
Awards: Emmy for Outstanding Commercial; Cannes Grand Prix; industry recognition
Copycat moves: Other brands leaned into activism; Gillette toxic masculinity ad, Starbucks race together
Long-term: Kaepernick remained Nike ambassador; partnership continued into 2020s
Nike’s gamble proved brands can take controversial stances profitably when aligned with core consumers’ values.