One of the most interesting digital campaigns

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One of the most interesting digital campaigns that caught my attention this past year was the NIKE campaign featuring Colin Kaepernick. Kaepernick’s decision to kneel during the national anthem as a way to raise awareness on social justice issues spread throughout the NFL in 2016. Kaepernick, despite playing at a high level, was released by the 49ers and has not been signed by another NFL team. In a bold move, NIKE decided to feature Kaepernick as the face for the 30th Anniversary of its "Just Do It" campaign. What did NIKE achieve? The campaign got a lot of attention! It also sparked conversation - both negative, with people burning sneakers in protest, and positive with excellent conversation about standing up for what you believe in.

"Apex Marketing Group has estimated that Nike has gained over $163,000,000 in publicity value since announcing Kaepernick would be the face of the “Just Do It” campaign, with $49 million of that being negative publicity. In short: They gained far more than they lost."

Reference no: EM132273217

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