Nike just put their money where their mouth is
Actions speak louder than words: A case study on how communication needs to be backed-up by clear decisions
It is rare to find a brand that wants to choose sides so badly, but Nike just did it. An advertising campaign celebrating the 30th anniversary of the “Just Do It” has sparked outrage and a series of attacks even from the president of the US himself because it features a former NFL athlete who “disrespected” the country and its armed forces, by kneeling during the national anthem, protesting against racial inequality and police brutality. With such a move, Colin Kaepernick got in the spotlight and in just one night became a controversial and polarising figure that consequently was left out of football. He has even filled a lawsuit accusing the league of colluding to keep him out because of his protests.
Nike has presented a new, passionate and inspirational, a more contemporary version of its #JustDoIt campaign focusing on what it is that you are pursuing. “If they laugh at what you think you can do, cool, stay that way. Because what nonbelievers fail to understand is that crazy in not an insult, its a compliment. Believe in something even if it means sacrificing everything.”
By including Kaepernick in the ad Nike has ignited a firestorm of fury clearly taking a huge risk. It predictably blew up on social media, with some praising the ad and others lambasting both it and the company. People threatened to boycott Nike, with some even destroying their Nike shoes and socks. Donald Trump twitted on Wednesday, that Nike was “getting absolutely killed with anger and boycotts.”
According to Apex Marketing Group data reported by Bloomberg, during the first few hours, Nike has already seen more than $43 million worth of media exposure, nearly $19 million of which was positive. As Matt Powell, a sports-industry analyst for NPD Group, put it simply in a tweet: “Old angry white guys are not a core demographic for Nike.” In fact, around 67% of Nike’s customer base is younger than 35, according to NPD Group via Bloomberg, and as a group it’s more ethnically diverse than average.
Any larger effects on Nike’s business are yet unclear, but what is worth-mentioning is that with this ad the company has walked the extra mile. They didn’t just speak words but put their famous slogan into action, not only encouraging people to pursue their dream no matter how crazy it could be, but also taking a big risk themselves. Their decision to release the controversial ad reveils a very concrete support to their own brand’s core (Believe in something and Just Do It), and makes customers relate to it more effectively, boosts their company culture and brings in new belief-driven customers. By putting their money where their mouth is, Nike just proved they are not faking it. Whether the anger is outweighed by the positive reaction of others remains to be seen.