In 2016, Colin Kaepernic the quarterback for the San Francisco 49ers sat down during the playing of the American nation anthem.
People were pissed.
Kaepernic, later explained his reason why: “I am not going to stand up to show pride in a flag for a country that oppresses black people and people of colour. To me, this is bigger than football and it would be selfish on my part to look the other way. There are bodies in the street and people getting paid leave and getting away with murder.”
Fair argument!
And just now, Nike has used Kaepernick in their ad campaign that says “Believe in something. Even if it means sacrificing everything” and is also donating to Kaepernick’s “Know Your Rights” campaign as well.
Obviously the slogan is congruent with Kaepernic’s 2016 statement and actions.
Yet, this ad campaign got a lot of people butt hurt.
People (angry, white, racists) are burning their Nike shoes in protest.
Was this a risky move for Nike to align with something so controversial?
Nope.
Nike has made a smart brand decision, despite their stocks dropping 3.2% to US$79.62 from US$82.18 as a result.
Nike understands fashion and culture.
They understand how both of these influence marketing…
All people need shoes.
Yet, only some can afford shoes.
And an even smaller amount can afford high end shoes like Nike.
Nike knows this and bet it all on black (pun and no offence intended).
Who helps sell high end products?
Tastemakers do.
Just look at who the tastemakers currently are…
Putting aside brands, tastemakers who are people of colour make up more than 70% of the top followed people on Instagram.
Artists who are people of colour makes up 90% of the current Top 10 music Billboards.
People who buy high end shoes look up to these people.
People who buy high end shoes don’t look up to angry, white, racists.
And angry, white, racists burning Nike shoes don’t influence culture, period.
And if Nike can win over those tastemakers by showing their support to a cause that is deep to their heart, then those tastemakers, wear Nike products and do the taste making for Nike.
Perfectly executed social proof.
And what better way to win over tastemakers who are people of colour, than back a person of colour who is congruent with your brand.
Yes, Nike will lose customers (angry, white, racists), but they’ll gain a whole lot more with this campaign.
It has been estimated the ad has created $43 million in free PR within 24 hour of launch and that figure will continue to climb as people like me comment on it.
And I’m betting their stock price will rise above that pre-campaign price of US$82.18 soon enough.