Even if they are upset, what are the patriotic objectors to Nike’s Kaepernick ads going to buy instead? The German brand Adidas, which also owns Reebok? Unlikely.Ĥ. It can dial the Kaepernick ads up or down as a percent of its total US advertising according to consumer reaction. Recent public burnings of Nike shoes aren’t rallying consumers to a boycott but are adding to the brand’s credibility. Prior petitions calling on Nike to drop its support for the NFL petered out. Nike has calculated that the sales upside dwarfs the sales downside.
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KAP NIKE AD FREE
View the Kaepernick ads as a shot of brand adrenalin that’s reaffirming Nike’s support for underdogs and delivering tremendous free publicity just as kids are buying back-to-school sneakers.ģ. When this happens, the fun, the edginess drains out of the brand. Moving from press releases to paid ads simply shows an extra level of commitment that is consistent with what the brand has been saying already.Ģ. Market share leaders always run the risk of gradually becoming all things to all people. That adds to Nike’s ability to sign athletes. In fairness, Nike has consistently backed the rights of individual athletes, including Kaepernick, to express themselves freely. Some object to corporations attaching themselves to social justice causes - but why not if that’s what their consumers want? Brand purpose is a differentiator, as it is the reason for a brand to exist aside from making a profit.
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Increasingly, we find millennials identify with and pay price premiums for brands they can believe in because the brands themselves believe in something.
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Here are four points to consider:ġ. The boringly well-known “Just Do It” slogan says nothing directly about what Nike believes. Even If It Means Sacrificing Everything.” Whatever your views are on the merits of Kaepernick’s protest, this move makes good business sense. Nike is running television ads featuring Colin Kaepernick and the tagline: “Believe in Something.