Nike, a major sports brand in the world, has used sports stars to promote its brand. Colin Kaepernick is not the typical athlete that Nike uses to promote their product or brand. You will see that there is no product being advertised. It is only Colin Kaepernick and two sentences, along with the Nike logo and its slogan “Just Do it”. When you learn what Colin Kaepernick’s stand for, and why the footballer has retired, it leaves you dumbfounded. Why would Nike choose him to promote their product? And why would Nike want to be involved in a politically polarizing scene? Although it is questionable whether Nike has a political agenda, the fact that they have used Colin Kaepernick for this ad is a powerful one.
Colin Kaepernick a young promising footballer, was the former quarterback of San Francisco 49ers. Alex Smith, who had been a first-round selection, was replaced by Kaepernick. After leading the 49ers to the Super Bowl Finals, the African American QB was on a rise. Kaepernick failed to reach his full potential. In 2016, he lost his starting position. Colin took a visible knee during a preseason game, which attracted the nation and was the talk of the season. Colin said after the game that he would not stand to display pride for a flag of a country which oppresses people of color and black people. Kaepernick was kicked out from the league after he had trouble finding another team. It is simple, but it’s powerful. The color scheme of the ad is mostly black and a white. Colin Kaepernick occupies most of its image. He’s directly looking at the viewer or camera. The words “Believe” are written under his eyelids. Even if that means giving up everything. It is likely to be a reference to him taking a stance during the National Anthem and having to face the negative publicity as a result of not being able to play in the league. Nike might also have to sacrifice things, because Colin’s protest can be polarizing. It is also a financial risk. Nike’s slogan “Just Do it” and the Nike logo are at the bottom. Colin’s demeanor is somber and he seems to be a victim of oppression. Although not entirely defeated, Colin’s demeanor is calm and confident, with a quiet optimism. The black-and white color scheme is an exaggeration, but it may reflect the mistrust and tension between the cultures of whites and blacks. The ad was a win-win for both Nike and Colin. Colin’s message received more exposure and Nike made $6 billion. The brand aligned themselves with Colin’s supporters, despite the fact that no products were being sold. The result was that the brand made more money, even though they had to lose customers who did not approve of Colin’s actions. Nike chose to support a powerful message. Although it was a risk, the campaign turned out well for both parties.
