Nike started the conversation. How will the NFL respond?
Nike’s marketing has historically started conversations about tough subjects from ageism to Title IX and HIV. And its 30th-anniversary celebration of its “Just do it” tagline doesn’t stray from that tradition. The brand’s black-and-white, close-up photo of football player Colin Kaepernick, with the words “Believe in something. Even if it means sacrificing everything,” and the two-minute spot that ran during the first game of the NFL season ignited a social media firestorm.
In featuring Kaepernick, one of the most influential—and contentious— sports figures today, particularly with copy that shows a definitive display of support for him, Nike puts itself at odds with the NFL , an organization it has a partnership with until 2028. And to add fuel to the fire, Nike didn’t give the NFL a heads up about the Kaepernick ad, according to ESPN.
“Nike has a long-standing relationship with the NFL and works extensively with the league on all campaigns that use current NFL players and its marks,” said Sandra Carreon John, a spokesperson for Nike. “Colin is not currently employed by an NFL team and has no contractual obligation to the NFL or its marks.”
This story is from the September 10, 2018 edition of ADWEEK.
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This story is from the September 10, 2018 edition of ADWEEK.
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