Making Nike Great Again
Nike’s signing of Colin Kaepernick for its new campaign is a smart move in modern brand management.
American football quarterback Kaepernick was the first athlete to kneel during the national anthem to protest against police violence against black people. The US president called him and all other athletes who followed suit “sons of bitches”. Trump put pressure on NFL team owners to end what he saw as an un-American gesture. The team owners complied and threatened their players with draconian punishments, but left the door open for them to remain in the locker room during the playing of the national anthem. Colin Kaepernick, the initiator of the take-a-knee movement, has been unable to secure a new contract after leaving the 49ers. He is now suing the clubs, accusing the owners of colluding not to re-sign him because of his protest. Now Nike, the NFL’s main sponsor, is making the unemployed quarterback the face of its new campaign. The campaign statement: “Believe in something. Even if it means sacrificing everything.”
What do you think prompted Nike to make this commitment? Nike has had a great run. In the 1980s, the brand succeeded in turning sport into an aesthetic way of life that could be lived on and off the sports field in Nike clothing. In 1984, the sports goods manufacturer signed up the young basketball player Michael Jordan, who went on to become a superstar and is said to have brought the company sales of around US$2.6 billion. Since 1989, Nike has been the world’s leading sporting goods company. Nike has signed sports superstars such as Tiger Woods and Roger Federer, but also likes to present itself as an underdog. Alongside these superstars were athletes such as Charles Barkley, who was known for his aggressive play and announced in a commercial that he did not want to be a role model: “Just because I can dunk a basketball, I shouldn’t be raising your kids.” Nevertheless, the Nike brand has lost “street credibility” among young consumers because of its size. Even the current allegations against the company – of pay inequality and sexual harassment by managers – are not helping the brand’s appeal. Young people now have plenty of cool alternatives to Nike. By signing Kaepernick, Nike has a good chance of winning back the hearts of young consumers.
While other companies, fearing an attack from the bellicose US president, cower in the face of criticism from the White House, Nike is standing up and taking it on. In the knowledge that the US president and his right-wing admirers will fire back with a vengeance. Calls for boycotts and photos of consumers burning their Nike shoes and cutting up Swoosh socks are already appearing online. But these attacks will only make the brand more popular with young people, who applaud Nike’s bold stand. Even a big brand like Nike doesn’t have to please everyone, but it does need real fans. Standing up to unjustified police violence against black people is a protest that many will be happy to join. Gino Fisanotti, vice president of brand marketing at Nike, told the Guardian newspaper: “We believe Colin Kaepernick is one of the most inspirational athletes of this generation who has used the power of sport to move the world forward. We wanted to recharge the meaning of Just do it and introduce it to a new generation of athletes.”
Political engagement – just do it. You may find the commercialisation of political causes questionable, but taking a stand against something without having to take to the streets is in keeping with the current hashtag protest culture. People want to take a stand against something bad, but they don’t want to put too much effort into it. Boring protest marches, boring sit-ins, or boring protest posters? It’s much more practical to make a political statement by buying a new pair of trainers. For Nike, this attitude will pay off.