Nike’s latest ad campaign divided opinion while generating huge media attention, it spawned copies worldwide and a Dubai firm have made their own version of the creative piece of work.
The spotlight from the media glare is focused on one image in particular.
An ad featuring Colin Kaepernick, the former NFL quarterback who was the first player to ‘take a knee’ during the American national anthem, a form of silent protest calling attention to racial injustice and police brutality in the states. The move caused a domino effect and divided the nation.
The Kaepernick edit: ‘Believe in something, even if it means sacrificing everything’
— Colin Kaepernick (@Kaepernick7) September 3, 2018
Appearing on billboards – the ad soon went viral
— Jon Manuel (@JonManuel) September 4, 2018
People drew inspiration and a mural in tribute appeared in Washington
— mi$Fit (@calicoe509) September 10, 2018
The internet being the internet, everyone started making their own
You can’t fault a firm for taking a risk with this, as many companies shy away from political statements
The ad refers only to themselves and the effort doesn’t hit a cultural movement note quite like the Nike campaign did.
Similar to the Nike ad this will divide opinion
Despite some people literally burning their Nike merch, Nike’s online sales reportedly jumped 31% since the campaign, celebrating Nike’s 30th anniversary went live.
Nike’s calculated risk paid off but it’s hard to see how a self-promotional ad will have the same effect.