Showing posts with label nike. Show all posts
Showing posts with label nike. Show all posts

Monday, September 10, 2018

The Kaepernick Effect



I recently wrote a post entitled, The Vindication of Colin Kaepernick, in which I opined on the decision by Nike to use the former NFLer for a new advertising campaign. I subsequently received a request by an American website entitled Writer Beat to use the piece. The commentary it received from readers there says a great deal about how polarizing a figure the former football player is. You can read that commentary here.

It is to state the obvious that some Americans are far more interested in observing the outward forms of patriotism than they are in practising true love of country and the principles it purports to represent. Otherwise, the widespread intolerance expressed toward someone engaging in a protest against discrimination and police mistreatment of Black people by genuflecting during the anthem can only be reduced to the most obvious conclusion: Kaepernick is simply an excuse for racist rants.

The good news, however, is that despite the outrage and the burning of Nike shoes, Nike is seeing a definite increase in sales of their products:
After an initial dip immediately after the news broke, Nike’s NKE, +1.10% 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.
Those in a particular consumer bracket seem to explain this boost in sales:
People in that bracket are generally successful in their careers and personal lives, are typically single with robust social lives, and like to spend money on entertainment and travel, as well as online streaming services.

“Racial equality is a top concern for this audience, along with causes like clean-water access and gun control,” [4C Chief Marketing Officer] Goldman said.

Sentiment toward Kaepernick actually improved by 40% this week, he said.

“You can be darn sure that Nike has done its research and knows what will move its product and who this campaign will resonate with,” said Goldman. “They are the ones [Nike has] decided will be its future customers, so, if others are getting upset, [Nike has] planned for that, and it doesn’t care.”
In other words younger, more educated and socially engaged people are the target for this campaign, although it is hard to see how anyone could resist the allure of this recently-released commercial:




It would be naive to think that Nike is motivated by altruism in taking the bold step it has, and there will always be those who fight vigorously against progress. Nonetheless, if some inspiration and reduced barriers are the result, isn't it all to the good?

Tuesday, September 4, 2018

The Vindication Of Colin Kaepernick



Colin Kaepernick is someone I admire. As previously noted in this blog, the former NFL player, whose decision to protest police brutality against blacks by taking a knee during the American national anthem, has paid dearly for his integrity. But vindication has finally arrived, vindication sure to end Donald Trump into new paroxysms of outrage:
Last week, an arbitrator ruled that Colin Kaepernick’s collusion grievance against the NFL can go forward. This week, Nike unveiled a new ad campaign starring the former San Francisco 49ers quarterback, who rose to prominence in 2016 when he began kneeling during the national anthem to protest police violence against black Americans.
Given that Nike is the official uniform supplier for the NFL, this move is not without risk, but one the company believes is worth taking. And the backlash has already started. Take a look at the Twitter hashtag #JustBurnIt or #BoycottNike for some examples:

FVCK U NIKE THIS IS FOR SUPPORTING A MAN THAT DISRESPECTS OUR MEN IN BLUE #JustDolt #JustBurnIt



Ripping my Nike Air Max to own the libs #BoycottNike


Bloomberg News reports:
Nike shares slipped as much as 3.9 percent to $79 as of 9:31 a.m. Tuesday in New York -- the biggest intraday slide in five months.
They had climbed 31 percent this year through Friday’s close.
The fallout was no surprise but Nike may be betting that the upside of a Kaepernick endorsement is worth angering conservative Americans and supporters of President Donald Trump.
To its credit, this is not the first time Nike has waded into controversial waters:
Just a few weeks after Trump’s inauguration last year, the company launched a high-profile “Equality” campaign featuring LeBron James and Serena Williams. The campaign’s ambassadors included Ibtihaj Muhammad, a Muslim American fencer who wears a hijab when competing, and transgender triathlete Chris Mosier.
Now, all of this, of course, is about market share, but it is nonetheless refreshing to see a company taking a calculated risk while so many in Trump's America seem so keen on hewing to a very conservative, even reactionary, line.

And of course, for students of human nature, the reactions to this campaign constitute a fascinating Rorschach test, yet another conduit into the tortured and fractured American psyche.

Not to mention another dog whistle for the increasingly beleaguered Trump to blow.