Sunday, January 16, 2022

It Wasn’t Always Love – Nike Considered Dropping Colin Kaepernick Before Launching New Ad Campaign

*According to nytimes.com, Nike nearly dropped Colin Kaepernick before embracing him as the face of its groundbreaking new advertising campaign. The “Just Do It” advert has garnered more than 80 million views on Twitter, Instagram and YouTube.

But it almost didn’t happen, the report states.

Per NY Times:

In the summer of 2017, a debate raged in Nike’s headquarters in Beaverton, Ore., over whether to cut loose the controversial, unemployed quarterback — and the company very nearly did, according to two individuals with knowledge of the discussions who requested anonymity because of nondisclosure agreements each has with Nike.

When the company did decide to embrace the former San Francisco 49ers quarterback, it risked angering the National Football League, a Nike partner since 2012, but the company ultimately decided it was a risk worth taking, given the credibility the company would gain with the young, urban market it has long targeted.

OTHER NEWS YOU MIGHT HAVE MISSED: Joy Reid: MSNBC Host Sued for Defamation by Trump Supporter Over Viral Photo

From left to right, San Francisco 49ers' Eli Harold (58), San Francisco 49ers quarterback Colin Kaepernick (7) and San Francisco 49ers' Eric Reid (35) kneel during the national anthem before their NFL game against the Dallas Cowboys at Levi's Stadium in Santa Clara, Calif., on Sunday, Oct. 2, 2016. (Nhat V. Meyer/Bay Area News Group)
From left to right, San Francisco 49ers’ Eli Harold (58), San Francisco 49ers quarterback Colin Kaepernick (7) and San Francisco 49ers’ Eric Reid (35) kneel during the national anthem before their NFL game against the Dallas Cowboys at Levi’s Stadium in Santa Clara, Calif., on Sunday, Oct. 2, 2016. (Nhat V. Meyer/Bay Area News Group)

The risk appears to have paid off.

Mark Parker, the chief executive of Nike, told Wall Street analysts that the campaign had yielded “record engagement with the brand.”

“We feel actually very good and are very proud of the work we’ve been doing,” Parker said. “We know it’s resonated actually quite strongly with consumers.”

In a mid-September note to clients, Camilo Lyon, an analyst at the financial services firm Canaccord Genuity, wrote that Nike had been “courageous” in taking a stand “in support of a social issue where few (if any) companies have of late,” the Times writes. 

He added that the campaign “spoke to Nike’s core consumers in a very Nike-esque, provocative way that shows it understands them and the issues that matter to them.”

Last week, Nike’s stock closed at an all-time high of more than $85 a share.

Nike may be is getting a lot of love because of their Kaepernick ad, but they’re also donating money to the GOP.

WATCH:

Ny MaGee
Ny MaGee is an entertainment reporter with over 15 years of experience working in the film industry in areas including production and post-production, marketing, distribution, and acquisitions. She has worked for legendary film producer Roger Corman, Quentin Tarantino's production team at Miramax, the late Larry Flynt, MTV/ VH1, Hallmark Channel, Paramount, Jim Henson Co., Parade Magazine, and various LA-based companies representing above-the-line talent.

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