5/26/2023 0 Comments Colin kap nike![]() “We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward,” Gino Fisanotti, Nike’s vice president of brand for North America, was quoted by ESPN as saying. ESPN reported that Nike had kept Kaepernick, who signed a sponsorship deal with the company in 2011, on its payroll throughout the controversy of recent years. Kaepernick posted the advert on his Twitter account followed by #JustDoIt. Even if it means sacrificing everything.” And social media mentions of Nike-owned brands increased significantly after the Kaepernick ad was released, peaking at over 450,000 mentions in a single day on Twitter alone.The new Nike adverts, which were unveiled just days before the kick-off of the 2018 NFL season, show a portrait of Kaepernick with the slogan: “Believe in something. Online sales grew by 31% during the bank holiday weekend after the ad launched, according to researcher Edison Trends. Nike effectively said that they were willing to invest in consumers who aligned with the company’s values, even if it cost them sales from entire cohorts of people.īut if the sheer volume of press that Nike has received, or the increase in social media mentions since the Kaepernick campaign is any sign of its success, then Nike is winning. In Nike’s campaign, sacrifice was a major player in its perceived authenticity. Consumers want businesses to take a strong point of view and truly demonstrate they share the same values, especially if that means making a sacrifice.” "We're no longer in a place where the safe middle-of-the-aisle-approved narrative is good enough. "Audiences are braver about their beliefs than ever before," says Ching. The age range of Nike’s target consumers encompasses the Millennial and Gen Z demographics, both of which are known for their support of socially active brands.īoth of these generations are savvy and know how to differentiate between marketing and reality, which is why marketers have been laser-focused on conveying authenticity. "It was a calculated move to become a more polarizing brand and it seems to have worked."Īnd it’s not surprising. "Nike took a strategic risk to alienate some customers in order to appeal to their core base of 18 to 29-year old males," said John Gerzema, CEO of The Harris Poll. Understanding who their target consumers are and what they value as a cohort, they were able to make a bet one that paid off.Īccording to a recent poll released by ESPN, the ad reached Nike’s target consumer. Regardless of the timing, Nike understood that a campaign of this nature could alienate some consumers, and decided to take a calculated risk. But the brands that are sticking with these boardroom-approved messages haven’t caught up with the times. When streaming platforms started producing content with a focused and authentic approach to previously underserved audiences, viewers responded overwhelmingly well to seeing content that reflected their own identities.”Ĭhing makes the case that the one-size-fits-all network narrative is similar to what we see from brands that are afraid of alienating factions of their potential consumers. "Networks traditionally took a one-size-fits all approach to content, too afraid to alienate any demographics. "SVOD platforms made it possible for niche content to have a long-term path to growth," says Ching. Even if it means sacrificing everything,” a reference to Kaepernick’s national anthem protest against police brutality which arguably cost him his NFL career. Kicking off the campaign with a commercial released during the NFL season opener, the video featured Kaepernick’s voice, and introduced the tagline “Believe in something. Nike's controversial Colin Kaepernick’s campaign has been the talk of both advertiser and consumer circles this month. (Photo Courtesy of ANGELA WEISS/AFP/Getty Images) The ads prompted immediate calls for Nike boycotts over Kaepernick, who has been castigated by US President Donald Drumpf and other conservatives over his kneeling protests during the playing of the US national anthem. Nike's new ad campaign featuring Kaepernick, the American football player turned activist against police violence, takes a strong stance on a divisive issue which could score points with millennials but risks alienating conservative customers. A Nike Ad featuring American football quarterback Colin Kaepernick is on display Septem.
0 Comments
Leave a Reply. |