Earlier this week, it was announced that Kaepernick will be one of the faces of Nike's 30th anniversary commemoration of its iconic "Just Do It" slogan. The NFL is still grappling with the firestorm that Kaepernick started two years ago when he sat and later knelt during the National Anthem to protest police brutality and racial injustice. Activism can show consumers that companies care about more than profits, but as conservatives' reaction to Nike shows, taking a stand can be risky.
"He has a right to do it", the Navy veteran said of Kaepernick. The latest estimates put the value of the media exposure from the campaign at more than US$163 million, according to Apex Marketing Group - nearly four times the US$43 million tallied in the first 24 hours since the ad debuted.
"I'm really encouraged by it", Stills said Thursday.
"From a broader perspective, mention frequency of the tag [boycott] is showing a noticeable spike in the near term, but falls short of other recent boycott movements", Tickertag analysts wrote in a note.
On Wednesday, Nike rolled out a two-minute ad featuring various acts of athletic heroism with Kaepernick as the video's narrator. "Even if it means sacrificing everything".
As word of Kaepernick's inclusion in the new campaign got out, protests have spread across social media with some calling for a boycott of the Nike brand.
A post shared by Donald Trump Jr.
United States political polarization has been a growing topic at advertising industry conferences, prompting debate on whether it is still possible or viable to try to appeal to the entire market and avoid alienating consumers.
The spot ends with Kaepernick saying, "Don't ask if your dreams are insane, ask if they are insane enough". I'm not gonna speak for them, but there was no one happy about it. "They have been drawn into this fight". Some have made a decision to boycott the brand, while others like Lebron James and a plethora of folks on black Twitter have supported the National Football League star.
Joique Bell, former Detroit Lion running back, speaks about the new Nike ad featuring Colin Kaepernick as Social Club Grooming Company owner Sebastian Jackson trims his beard in Detroit, Wednesday, September 5, 2018.