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Kaepernick v. Marketing — Game Changer or Bad for Business?

Kevin Cranfill

Kevin Cranfill

February 19

One thought on “Kaepernick v. Marketing — Game Changer or Bad for Business?”

  1. I’m pro Kaep, have been from the start. I think the media threw gasoline on this little fire and it grew into a roaring inferno because there have been racial problems/tensions in this country forever. Let’s be clear that I think he always wanted to bring attention to Police Brutality and more specifically to young, colored men.

    I think Nike was very calculated about this. You don’t spend that kind of money on an ad campaign, that runs during the Super Bowl, without doing all sorts of customer research ahead of time. My guess is that their close to scientific calculations were that this would help sales, but even more important, it would help their brand. They are in a huge battle with Adidas, and UnderArmor and by running this ad, they are carving out a unique space for themselves in the shoe/apparel war. We are the courageous brand, we are the brand that stands on principle over profit, we are the brand that does what they believe in and doesn’t care if everyone joins in our cause. I believe inside every great athlete’s soul, they have a chip on their shoulder, and have been told so many times that they can’t do great things. Nike has tapped into that, and isn’t that what you want in your brand? Don’t you want to be the brand that understands it’s customer and creates an emotional connection? Maybe I’m wrong, but you don’t need a focus group to know this was a good move. Just watch the video. Just do it.

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