Nike’s decision to partner with both Colin Kaepernick and the NFL was a deliberate and genius decision that allows Nike to maximise profits while calling attention to social justice issues.
Colin Kaepernick has quickly and willingly become the face of the anthem-kneeling controversy. In a 2016 interview he explained, “I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color.” In the last few years, Kaepernick has used his media attention as a platform to speak on broader social issues.
Nike is no stranger to focusing on controversial figures in their advertisements. In the late 1990’s they were one of the first major brands to discuss gay rights. In 1995 they published an advertisement starring openly gay, H.I.V.-positive runner Ric Munoz, which at that time, sparked a lot of debate. Nike always seems to find the perfect balance between making a political statement and making money.
According to Fox Business, Nike’s 2012 contract with the NFL was worth about $1.1 billion and it is likely that the 2018 contract is worth much more than that. For Nike, this is a big win as football is the most watched sport in America. But partnering with Kaepernick was also a smart move for Nike both economically and politically.
By making Kaepernick the star of their latest campaign, Nike has gained a lot of media attention which, in many ways, serves as free advertising. Nike also gains the support of Kaepernick’s growing fan-base which allows them to capitalize on his political standing. Whether intentional or not, partnering with Kaepernick has drawn attention to the NFL’s “Social Justice Initiative,” which they claim focuses on three main factors, “Education and economic advancement, police and community relations, and criminal justice reform.” Interestingly, Kaepernick’s kneeling during the anthem was related to these three concepts as well.
Nike’s move to sign with both the NFL and Colin Kaepernick was economically genius. They forced the NFL into a checkmate. By signing with the NFL before they released the Kaepernick advertisement, Nike made sure that the advertisement would be met with little to no negative feedback from the NFL and that they could capitalize on both sides of the controversy.
Article by MoCo Student staff writer Rebecca Lacoretz of Richard Montgomery High School