Campaigns · Global · 2018
Nike: Dream Crazy
Nike made Colin Kaepernick the face of the 30th anniversary of “Just Do It”, knowing half of America would object.
By Maer Media editorial teamPublished 4 October 20263 min readWieden+Kennedy, PortlandBranding · Campaigns
- Brand
- Nike
- Market
- Global
- Year
- 2018
- Category
- Campaigns
- Agency or team
- Wieden+Kennedy, Portland
- Channels
- Social, TV, digital, out-of-home
The context
“Just Do It” was turning 30 and Nike needed to matter to a younger, more diverse audience that expected brands to take positions.
Nike’s core young customers expected brands to take a stand, even at a cost.
The move
Wieden+Kennedy built the campaign around athletes who had overcome adversity, opening with Kaepernick and the line “Believe in something. Even if it means sacrificing everything.” Nike accepted the backlash as part of the decision.
How it was executed
- Revealed the Kaepernick image on social media before the film aired, so the debate built anticipation.
- Released a two-minute film of athletes who overcame obstacles, narrated by Kaepernick.
- Aired the film during the NFL season opener, putting it at the centre of the sports calendar.
Nike made Colin Kaepernick the face of the 30th anniversary of “Just Do It”, knowing half of America would object.
What happened Reported facts
Edison Trends reported a 31% increase in Nike’s online sales over the Labor Day weekend compared with the previous year. The film won the Emmy for Outstanding Commercial in 2019.
Why it worked Maer’s analysis
Nike chose its core audience over avoiding controversy, and the message fitted 30 years of ‘Just Do It’. Conviction read as authentic, not opportunistic.
What to take from it Maer’s analysis
- 01Know which customers you are willing to lose.
- 02Conviction only works when it matches the brand’s history.
- 03Measure the core audience, not the loudest one.
Taking a stand works only when the brand’s history and behaviour back it up. Indian brands should know exactly which customers matter most before choosing a position, and be ready to live with the reaction.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: Edison Trends (2018); Television Academy (2019). Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with Nike.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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