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Lisa Merriam: Two trends collide here: 1) Polarized politics and 2) Politicized everything. But, as with many controversial communications moments for brands, most of the effects don’t linger in consumers’ minds, see for example Morning Consult’s polling on United Airlines which showed that the perceptions impacts of its violent passenger removal incident were gone within six months.

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In this case, I believe that the passions of those who are disgusted by Kaepernick kneeling for the anthem are much stronger than those who support his free speech choice and/or his cause of raising awareness about police shootings of black Americans. purpose take one has, there are risks for the US market when you highlight issues that are currently polarizing the populace. Matthew Quint: Regardless of the marketing v. If it is a marketing move, what are the risks, potential losses and potential gains? There is something to be said for a brand that willingly and repeatedly takes that risk. Nike has a long history of standing by its athletes through controversy. Lisa Merriam, President of Merriam Associates Branding and Content Strategy: This is clearly a principled move.

After all, who wins when you do that anyway? How can athletes achieve greatness if their aspirations are limited to the status quo? How can they inspire the next generation if they can’t use their station to elevate the game? Yes, you could argue they could have chosen a less controversial persona to round out their campaign, but that’s not the definition of taking “big risks.” Besides, from a marketing perspective, it’s a lot more fun to take a chance than to play it safe. In fact, Nike has no choice but to – just do it. Nike clearly wants to provide a platform for athletes who are making history every day. This is not unlike Muhammed Ali’s position on Vietnam, Tommie Smith and John Carlos raised fists in reverence to black power in the 1968 Olympics, or Centre Fielder Curt Flood’s Supreme Court Battle to enable free agency for MLB players. In Nike’s own words, they take “big leaps” and “big risks.” Whether or not you agree with Kaepernick ‘s stance, he took a big leap for something he believed in, and it sparked a national conversation. Couple that with Nike’s commitment to diversity and community, particularly against the backdrop of today’s America where politics have amplified cultural divisions, Nike took the opportunity to lean into their mission and values. Colin Kaepernick, through his advocacy, conviction, and talent on and off the field, exemplifies those values in the strongest of terms. Nike’s mission is to bring inspiration and innovation to every athlete in the world. Any marketing move should be led by a company’s core principles. Karen McFarlane, Founder Kaye Media Partners Strategic Marketing: It is both. But, of course, using celebrity athletes in a campaign is also a standard marketing move, no matter what the messaging is behind it. Matthew Quint: Given the risks involved in stirring up controversy among consumers in a socio-political climate, it seems clear that Nike was considering its purpose “to use the power of sport to move the world forward.” The entire campaign was aimed at highlighting athletes that are pushing boundaries in society in some way. Is this a marketing move or truly a heartfelt and courageous backing of principle? Matthew Quint, Director, Center on Global Brand Leadership, Columbia Business School: First and foremost it’s a strategy choice made with the foreknowledge that it will bring headline attention – something every company seeks. What is the marketing strategy behind Nike’s deal with Colin Kaepernick? Read what they had to say and add your thoughts here. The Nike Controversy surrounding the Colin Kaepernick ad and product deal spurred a discussion among members of the board of directors that we invite our readers to join. Nike Controversy: Colin Kaepernick Marketing Strategy Analysis