An Advertisement for the Ages

On Monday, September 3rd, a Nike campaign advertisement featuring former NFL Forty Niners player, Colin Kaepernick, was posted stating, “Believe in something. Even if it means sacrificing everything.” The ad was released on twitter by Kaepernick himself, and around the same time, Nike released a commercial on youtube as a 30 year anniversary kickoff of the “Just Do It” logo, including Kaepernick as the narrator. Over that labor day weekend alone, Nike had sales increase by thirty one percent (https://www.theguardian.com/sport/2018/sep/08/colin-kaepernick-nike-ad-sales-up) and since then there has been an uproar of arguments referring to the ad, more specifically, the person within it.

Colin Kaepernick has been implemented as a controversial tool within the political universe ever since August 26, 2016, when he first made the decision to sit on the bench during the national anthem at a preseason game (https://bleacherreport.com/articles/2660085-colin-kaepernick-sits-during-national-anthem-before-packers-vs-49ers ). Afterwards, he began kneeling at every game during it, saying “I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color,” (http://www.nfl.com/news/story/0ap3000000691077/article/colin-kaepernick-explains-why-he-sat-during-national-anthem ). For some individuals, his decision seems to reflect a sense of hatred to America as a whole, trampling and emulating detestation towards specific people within the country including those in the military and the police force. They see his cultural statement as a mere excuse to be disrespectful. However, others see Kaepernick’s decision as more of an expression of beliefs, a peaceful protest protected under the rights of the first amendment. Both of these feelings have inevitably been rekindled due to Nike choosing him as the new face for their “Just Do It” campaign.

When looking at the advertisement from a business standpoint, it seems as a technique used by Nike to draw more attention and following to its franchise. Yet, it is very possible the ad was also an attempt at trying to make Nike come off as a more universal and cultural company due to the obvious opinions of Kaepernick himself. Either way, the brand has become extremely debatable and has drawn attention to the franchise just as hoped. Personally, I believe Nike’s choice in recruiting Kaepernick was a poor decision economically. However, not because of a personal distaste for his beliefs, but for how well known his controversial actions are.  A company should try to stay away from political problems in advertising to ensure no decrease in buyers in any situation.

From a more critical outlook, one could argue that Kaepernick’s thoughts aren’t being directly represented through the ad at all. The motto, “Believe in something, even if it means sacrificing everything,” may be implying Kaepernick’s actions and beliefs, but in no way openly states them. The point is to encourage individuals to exemplify moral strength and courage in their beliefs and opinions.Whether it supports Kaepernick or not, it represents the rights of Americans that so many men and women have fought to sustain. Therefore, there is no need for a political uproar simply due to a face placed on a billboard.