Report: Nike Wants to Be A ‘Partner in Social Change’ with Colin Kaepernick Deal
When Nike decided to partner with former San Francisco 49ers quarterback Colin Kaepernick, it wasn’t a mere marketing gimmick. Kaepernick is reportedly part of Nike’s long-term strategy to showcase the company’s commitment to supporting social causes.
Nike undoubtedly knew there would be both public and social media backlash from partnering with Kaepernick, but the shoe giant was confident it would gain more customers than it would lose.
Nike retweeted the following tweet by Kaepernick on Monday, thus making the partnership official:
— Colin Kaepernick (@Kaepernick7) September 3, 2018
By supporting Kaepernick’s stance against social injustice and inequality, Nike hopes this partnership will instill pride in all of its athletes by supporting their causes, no matter what they might be.
Kaepernick’s first made headlines back in 2016 when he protested during the national anthem before a 49ers preseason game. He sat at first, but then knelt during the anthem before subsequent games, causing other NFL players and teams to follow suit.
While Nike will use Kaepernick and his likeness for advertising purposes, ESPN’s Darren Rovell reported Tuesday that he would not have a signature shoe or an extensive clothing line. Despite an initial dip immediately after the news broke, Nike’s online sales actually grew 31% from the Sunday of Labor Day weekend through Tuesday, as compared with a 17% gain recorded for the same period of 2017, according to San Francisco–based Edison Trends.
Kaepernick is part of the campaign for the 30th anniversary of Nike’s “Just do it” marketing slogan. Whether or not you agree with the politics of Kaepernick’s actions, you can’t deny that his actions have at the very minimum struck a chord with a lot of people who don’t have a voice when it comes to the fight against social injustice and inequality.
Whether you have a passion for social justice or shoes, there’s no better place to dive deep in those subjects than at WORLDZ 2018. This year’s lineup includes luminaries like Vice Impact publisher Katherine Keating, Adidas’ SVP of Brand Strategy & Business Development Arthur Hoeld, and hundreds more. Learn more today.