In recognition of the 30th anniversary of its legendary “Just Do It” campaign, Nike has released an ad featuring Colin Kaepernick.
“Believe in something,” declares the message superimposed over Kaepernick’s face. “Even if it means sacrificing everything.”
This is a truly bold move for Nike, given that the company is the official apparel brand of the NFL. However, it would be difficult for the league to retaliate, as the contract is signed through the year 2028.
The Nike deal was recently negotiated by Kaepernick’s lawyers in his collusion case, Mark Geragos and Ben Meiselas.
Kaepernick isn’t the sole face of the “Just Do It” marketing campaign, but Nike’s decision to include — and lead off with — the player who has been outcast by the NFL and admonished by many fans is a huge risk. Also, this is a strong, unambiguous picture of where the apparel giant stands on the peaceful protests during the national anthem. Nike will undoubtedly become the subject of countless complaints and boycotts.