How Nike Turns Controversy Into Dollars
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- Опубликовано: 18 сен 2018
- Nike caused an outcry after featuring Colin Kaepernick, an NFL free-agent and a controversial figure, in its 30th anniversary "Just Do It" campaign. But the ad didn't appear to hurt Nike's business - the brand instead saw a boost in online sales.
Athletic apparel and footwear brand Nike reignited a heated debate at the start of the National Football League regular season after the company featured free-agent Colin Kaepernick in its 30th anniversary "Just Do It" advertising campaign.
The former San Francisco 49ers quarterback started national anthem demonstrations in 2016 to protest racial injustice and police brutality. The anthem protests have become a major topic for debate, with some, including President Donald Trump, denouncing them as unpatriotic.
But the controversial ad didn't appear to hurt Nike's business. Although the company's stock dropped after the ad's debut, its online sales surged in the immediate aftermath.
Nike said in a statement that the "social justice issues that Colin and other professional athletes have raised deserve our attention and action. ... We embrace the role and responsibility of everyone involved with this game to promote meaningful, positive change in our communities."
Nike has a history of taking a stand on social issues in its advertisements, and it's almost always resulted in a rise in sales.
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How Nike Turned The Colin Kaepernick Controversy Into Dollars | CNBC
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Nike worker: hey boss I was thinking of this ad but it seems kind of controver-
Nike boss: just do it.
Nike’s marketing move was simply genius, they knew it would create controversy, that the stock would take a hit and bounce back. In return they got millions in free publicity and an increase in sales. 👏🏿 👏🏿 👏🏿
Politics aside this was just a company making a marketing decision, they only care about money.
Lester Diaz stfu
Where is Whoopi Goldberg and SHE-MALE MICHELLE OBAMA when black African American women be stealing hair weave and wigs "MADE IN CHINA" good product from Asian owner store?? Just looks up on Utube video. The truth really hurt and proof video speak it for itself.
JD MILES3 wat are u talking about. Look at you guys making it a big deal. Let the the ad be, it’s inspiring to many and you guys just want to keep thy negative energy. That’s why racism will always exist.
JD MILES3 you’re just another Oreo. Why not support your own people, u have a black card to revoke...
Lester Diaz Smh.. wait 6 months to a year.
Nike is an international brand having cult following in many countries .They can shift there focus from US if things don't work for them. .Nike has an upper hand in tackling these issues
Nike: "Do the right thing"
Chinese children in their factory: Ok
Companies need to practice what they preach and it’s more than appropriate to challenge these companies if they don’t. Because oppression comes in many forms. And we as people need to protect ourselves and others.
big mulitibillion dollars corporations will take everything to their advantage and turn everything into dollars
Good! God Bless Nike!
Miscellaneous Stuff a win win
Miscellaneous Stuff says:
"big mulitibillion dollars corporations will take everything to their advantage and turn everything into dollars"
==
Free market?
Dont let people try to down play nikes move as purely financial...they could have campaigned around anything....as long as it was a noble... what kap is doing is noble.... You have to think in terms of the long game....how will history remember kap...nike knew. How wlll trump and his cult be remembered??? its not hard to guess..Nike picked a side...it was an easy call.
JRLM says:
"they could have campaigned around anything."
==
If the genera public agrees with it, that is.
"what kap is doing is noble"
==
That's your admission that the opposite side is not noble?
"Nike picked a side...it was an easy call."
==
Easy?
Never thought of retaliation from other corporations who pay to Trump for help pushing their agenda, or from Trump himself?
How can people be mad at someone trying to do good?
Disrespecting the country that gave him millions isn’t good
You mean Nike paying child laborers 5 cents a week to make tennis they sell for 100's of dollars. That kind of good you a$$hole??
@@iv5519 who tf cares it's just a knee. And also I'm glad trump lost
its good that they are using their platform to promote these messages, but they shouldn't be doing it to make money, they should be doing it because they care about these campaigns
@@iv5519 he was respecting his culture which is more important than money
The NFL should be ashamed of itself. George Floyd's DeAth many others is why Collin kneel
No they shouldn't
I swear nike is the smartest company in the world with marketing.
“Completely destroyed”, 3.2%, ummmm...
Who’s here after George Floyd protest 2020?! Like! Let’s know ourselves 👍🏽
Protest?
You mean protests. That are still going on 70 something days later.
Only I call them riots.
George floyed died from fentanyl
Amerikkka if you want people to respect your flag, then maybe you should respect people's race.
Just boycott Nike.
They know that their customer base *_IS NOT_* old, angry, conservative white men and their international sales makes up the bulk of their total sales.
Censorship, censorship, censorship by the media.
Controversy is fine. Nike becoming political and taking sides isn't popular with everyone.
Evan Harris Nike owns Converse, Hurley and AirJordan, unsure why a unknown transgender skateboarder is part of Nike's strategy?
You gotta give it up for their marketing strategies
Mad Respect🙌
Pepsi did it , people still drink it
Lol Pepsi stops police brutality. That was rich but yeah people will still drink. Though it's hard to boycott a company when they diversify with other names/products
To all the dummies who torched the shoes they bought...you sure showed Nike! 💸💰😂
yet a single clap can cause an avalanche
I dont see how the AD is controversial
I will never buy NIKE
OR Disney products again.
Pathé is a French studio with good movies for kids
99% of Nike's success is due to Michael Jordan.
Nike's new slogan.
"Just did it!!"
Controversy = free advertising
People expect Brands to have a strong point of view on big cultural issues. You cannot blame Nike for taking sides.
it's whoreish tbh
"Make Nike Great Again!!!"
I hope they could make that controversial ad soon & jump their earnings. 😉
I will never buy Nike again
no one cares nike profits from kaeparnick
Don't buy u will die a racist
There are other brands that make boots in USA. Unlike Nike they sew in Asian countries
Let’s give credit where it’s due Nike did good.
Nike did good by owning slaves?? Hmm
They only happened to use kapernick for views rather than actually carring about the overlaying message
Nike and Trump know that any publicity is good publicity.
this girl speaking is awesome
Soooo then trend is big companies (if they play it right) can get rich off activism
This guy he’s hero
I don't understand Americans and their love for the national anthem. Here in Switzerland most people don't even know the lyrics to our anthem and we still love our country. And also we don't play it that much.
I'll NEVER watch football again. BOYCOTT
Sales or not, Nike stood for what one should do right
What's up Nike I've been an outcast my whole life here's a ? Why wouldn't you give an average person like me a deal
This now needs to be updated to 2020
Well the memes were lit🔥
i cant belive that man is a president. he can not talk like that about someones belives and rights
Wow just watched many of Colin kaepernick speeches, they are so powerful and sincere coming from a man that had vision when many was closing their eyes and ears
True hero
Kaepernick didn't sacrifice anything. He went from being a nobody in the NFL world to one of the most famous players of our generation, even if not for his skill in the game
Nike is just like Apple
Nike was thinking 💰 💰
Buh-bye Nike! You ain't getting ma coins no more! I am done with ya forever!!!
سارة علي I’m pretty sure Nike doesn’t care.
won't buy anything Nike again!!
Also ran an ad showing how people have to hide skateboarding due to legality.
While comparing it with running.
At the time I had first started skateboarding and it was very influential to me
I find it funny how Trump says "what were they thinking" as if he doesn't create controversy for gain. Although, now that I think of it Donald Trump probably said that just to create more controversy and put himself in the spotlight and attract his own crowd.
I LOVE THIS COMMERCIAL.... KAEPERNICK BRAVO..
NIKE when making ads.. "JUST DO IT"
The ad is my favorite video of all time.
Is it racist that 1 second after she started speaking i instantly knew she was a black woman
Josh Adams no. No more than if she had an accent from a different country and you picked it out. Or if you knew she was from the south if she had a typical southern accent.
even black people with white people voice recognize that they have awhite voice and black recognize that white people have a diff voice
Are you stupid? Or did you just discover that people outside your white bubble have different accents
I think it's a great message and great marketing
Every big brand does that. Simple as that. Controversy creates trends which in turn is helpful.
MONEY MONEY MOOOOOOOONNNEEYYY
MOOOOOOOOONNNEEEEEEEEEY 💰
ye ye nike is leading the "revolution"...but in the background has kids as slaves making those shoes!
Clever move by Nike
Nike seems to be doing well by backing those that have been shunned by the less enlightened. It may be calculated to make them money - they need to do that, but it does make a big difference to have this support. Especially when everyone even the president is slamming you. Looks like Nike standing by Kaepernick will serve them well, which it should.
Nike doesn't care about your movement any more than the poor children who make their shoes for nothing. All they see is $$$$$$
You forgot Oscar Prestorious
No one:
Literally Nobody:
Presenter: NikEEE
*flips table*
Lol why did they burned their shoes
Continue Nike. We support you in Denmark/Scandinavia. Young people are now starting buying Nike instead of Addidas and other brands. Fight in equality. You are so popular here.
RIGHT, Nike isn’t concerned about the American market. No manufacturer really tries to be successful in The United States of Anerica. This country has very little disposable income. Everyone KNOWS the big bucks are in Bangladesh and Iceland ......
People that can throw,hit or kick a ball.People that can walk and talk while in costume.Failures in life that couldn’t do an honest days work if they tried.Stop thinking that Actors and Sportsmen are ‘special’.
Nike knows how to play its cards, no wonder how they are at the Apex in sports industry.
Nike is a Greek goddess who personified victory...victory also means Victoria
*Oh yeah Nike also mean guided-missile*
Nike's actually pretty smart
There's more than one way to get skinned by a really smart cat.
and sales go up!... I am gonna buy a pair asap
the revolution has been commercialised ..."Equality" brought to you by Nike.
Now your sales dropped. Latest reports show you lost billions in 2020. Good. It's called the white boycott of all Nike products. The push back has begun. Kama
Are you drunk?😂😂😂😂😂 this clown
There's one more reason: They make good shoes.
Lmao
But not that good of a quality sometimes.
Colin Kaepernick Pushes Nike’s Market Value Up $6 Billion, to an All-Time High
Nike risk a lot to make profit
What does Kaepernick and Monica Lewinski have in common? No one knew them before they got on their knees!!
What do Kaepernick and Al Bundy have in common?
Former football stars who now sell shoes.
Steven A Smith pointed out Kap didn't start this until he was benched...
Adidas commercial popped up 🤫🤔
i am not brand name guy. but i will buy nike shoes for this.
Why tho? They don't contribute to USA economy as much as New Balance for they sew in 3rd world countries not in USA. New Balance sew in USA
He looks like Ori the dwarf from the Hobbit with an afro wig.
Everyone that thinks he's a fake victim boycott Nike 🙄 😒 until they fire Nike
Nike’s= Genius.....
Now we are here again
Risk, when taken carefully returns in fortune 🔥🔥
.......c/o a fortune cookie?
I dropped 5k with nike after the commercial
When nick cannon on your side u know it's the worng side..
A bit anecdotal? How has the market share kept up through the years?
And I have been wearing this name brand since middle school and now it's 2020 and IAM still is I chose Nike because I like there slogans to
I understand Nike made their decision to represent and endorse Colin K. primarily based on support of the companies’ revenue stream, HOWEVER, Nike is on the right side of history in doing so. A professional athlete garnering the attention of a nation for a cause the way Colin Kaepernick has, is now American history.
Boa noite congrats vai amém bom trabalho
Goods for a cause👍
All gave some. Some gave all. Nike that is giving for what you believe in.
Can't wait to see Nike's next campaign.
Obviously Nike knew it would happen! Maybe some of them even bought shares when dropped the price when gained them a huge clear profit at the same time)) Nice analysis CNBC! Keep it up!
I have never owned a Nike shoe and I never will
NBA will follow Paerkernick so he should believe for Hong Kong and their people and their freedom? Nike will follow as well? Even if it cost every thing???
Is Nike really doing those campaigns or it's just a publicity stunts?
I personally refuse to buy another nike shoe even if it was at the dollar store. Which is really the face value of the shoe being made in some 3rd world country.
HERO ❤️🇩🇪
So basically it’s about money not doing the right thing
I am going to buy more Nikes
This is why I wear adidas
Adidas was founded by a Nazi named Adolf.