‘They are walking the walk’: Nike’s Kaepernick campaign walks the talk on brand purpose
Unlike some companies that do little more than talk about brand purpose, Nike is walking the talk with the rollout of Colin Kaepernick in its new “Just Do It” campaign.
Advertisers say Nike’s decision to include Kaepernick, the former San Francisco 49ers quarterback who ignited a movement for athletes to protest police brutality and inequality after kneeling during the national anthem, is one the fiercest displays of purpose-driven marketing they’ve seen and possibly one of Nike’s best marketing decisions to date.
“Nike is not new to making bold statements, but this has to be one of, if not, the boldest moves,” said Yadira Harrison, co-founder of marketing consultancy Verb. “Knowing this is a campaign and not a one-and-done ad makes this all the more sweeter.”