How Nike Turns Controversy Into Dollars

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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

Опубликовано:

8 сен 2024

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Комментарии : 512

@dharamveerbhangu 5 лет назад

Nike worker: hey boss I was thinking of this ad but it seems kind of controver- Nike boss: just do it.

@LesterDiaz 6 лет назад

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.

@jetbrz2721 6 лет назад

Lester Diaz stfu

@oops541 6 лет назад

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.

@jetbrz2721 6 лет назад

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.

@jetbrz2721 6 лет назад

JD MILES3 you’re just another Oreo. Why not support your own people, u have a black card to revoke...

@thisisntthewholesomefuture649 6 лет назад

Lester Diaz Smh.. wait 6 months to a year.

@vishnusahani2822 6 лет назад

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

@abhishekj6406 3 года назад

Nike: "Do the right thing" Chinese children in their factory: Ok

@tumbleweed4315 2 года назад

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.

@miscellaneousstuff8362 6 лет назад

big mulitibillion dollars corporations will take everything to their advantage and turn everything into dollars

@hayden1770 6 лет назад

Good! God Bless Nike!

@Enyonam214 6 лет назад

Miscellaneous Stuff a win win

@allgoo1964 6 лет назад

Miscellaneous Stuff says: "big mulitibillion dollars corporations will take everything to their advantage and turn everything into dollars" == Free market?

@b3at2 6 лет назад

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.

@allgoo1964 6 лет назад

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?

@firecrackerguy9224 6 лет назад

How can people be mad at someone trying to do good?

@iv5519 4 года назад

Disrespecting the country that gave him millions isn’t good

@abelgonzales3695 4 года назад

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??

@SomeGuy-fl1gz 3 года назад

@@iv5519 who tf cares it's just a knee. And also I'm glad trump lost

@jasminecairns7501 3 года назад

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

@jasminecairns7501 3 года назад

@@iv5519 he was respecting his culture which is more important than money

@karlenejonhnson9063 4 года назад

The NFL should be ashamed of itself. George Floyd's DeAth many others is why Collin kneel

@maiktendo6512 3 года назад

No they shouldn't

@danabram 6 лет назад

Let’s give credit where it’s due Nike did good.

@california370 6 лет назад

Nike did good by owning slaves?? Hmm

@rageraptor7127 6 лет назад

They only happened to use kapernick for views rather than actually carring about the overlaying message

@davidlee3254 3 года назад

I swear nike is the smartest company in the world with marketing.

@masonmiller4382 6 лет назад

“Completely destroyed”, 3.2%, ummmm...

@lunakmbitou4198 4 года назад

Amerikkka if you want people to respect your flag, then maybe you should respect people's race.

@sarathmohan6593 5 лет назад

You gotta give it up for their marketing strategies Mad Respect🙌

@Combs.official 4 года назад

Who’s here after George Floyd protest 2020?! Like! Let’s know ourselves 👍🏽

@abelgonzales3695 4 года назад

Protest? You mean protests. That are still going on 70 something days later. Only I call them riots.

@jake4297 4 года назад

George floyed died from fentanyl

@shinlanten 6 лет назад

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.

@stevemolloy2747 6 лет назад

Controversy is fine. Nike becoming political and taking sides isn't popular with everyone.

@stevemolloy2747 6 лет назад

Evan Harris Nike owns Converse, Hurley and AirJordan, unsure why a unknown transgender skateboarder is part of Nike's strategy?

@lexprimo 4 года назад

Censorship, censorship, censorship by the media.

@highdesertbiker 4 года назад

this girl speaking is awesome

@LockHaven 5 лет назад

Just boycott Nike.

@malekotao3410 4 года назад

I will never buy NIKE OR Disney products again.

@karolinakuc4783 10 месяцев назад

Pathé is a French studio with good movies for kids

@adriatikkarrabecaj118 4 года назад

This guy he’s hero

@imanopenfire 6 лет назад

To all the dummies who torched the shoes they bought...you sure showed Nike! 💸💰😂

@chrispornschloegl3627 5 лет назад

yet a single clap can cause an avalanche

@wazzup233 6 лет назад

"Make Nike Great Again!!!" I hope they could make that controversial ad soon & jump their earnings. 😉

@MsHotcook 4 года назад

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

@SamMartinPeakPerformance 4 года назад

True hero

@YT.Abhinav 6 лет назад

Pepsi did it , people still drink it

@MrVariant 5 лет назад

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

@jaridkeen123 6 лет назад

I dont see how the AD is controversial

@earlofmar7987 4 года назад

I'll NEVER watch football again. BOYCOTT

@SwissTanuki 6 лет назад

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.

@rafan6552 5 лет назад

People expect Brands to have a strong point of view on big cultural issues. You cannot blame Nike for taking sides.

@chrispornschloegl3627 5 лет назад

it's whoreish tbh

@mrbigolnuts3041 3 года назад

Soooo then trend is big companies (if they play it right) can get rich off activism

@allgoo1964 6 лет назад

Nike's new slogan. "Just did it!!"

@bettyvolcy441 4 года назад

I LOVE THIS COMMERCIAL.... KAEPERNICK BRAVO..

@Noosic 5 лет назад

I will never buy Nike again

@mehdiarif364 4 года назад

no one cares nike profits from kaeparnick

@mubarrakahassan7414 4 года назад

Don't buy u will die a racist

@karolinakuc4783 10 месяцев назад

There are other brands that make boots in USA. Unlike Nike they sew in Asian countries

@religionisdelusion 6 лет назад

Nike and Trump know that any publicity is good publicity.

@viralityfactor987 6 лет назад

There's one more reason: They make good shoes.

@MrScott4020 5 лет назад

Lmao

@Hollyweed1 5 лет назад

But not that good of a quality sometimes.

@eycekhold2654 6 лет назад

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

@luiggi0102 6 лет назад

Controversy = free advertising

@rose-zk1lh 5 лет назад

i cant belive that man is a president. he can not talk like that about someones belives and rights

@mukbangyesplease4905 4 года назад

This now needs to be updated to 2020

@bigronwaggles404 3 года назад

won't buy anything Nike again!!

@mickparly 6 лет назад

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.

@oops541 6 лет назад

Buh-bye Nike! You ain't getting ma coins no more! I am done with ya forever!!!

@somaliatheist4677 6 лет назад

سارة علي I’m pretty sure Nike doesn’t care.

@josephlouwerse2105 4 года назад

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.

@joshuagall7252 4 года назад

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

@anmol3457 6 лет назад

Clever move by Nike

@pushkarmahale912 6 лет назад

Every big brand does that. Simple as that. Controversy creates trends which in turn is helpful.

@suyashkathar6087 6 лет назад

Nike is just like Apple

@JD_Awesome 6 лет назад

Sales or not, Nike stood for what one should do right

@roseharvey2664 4 года назад

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.

5 лет назад

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’.

@PretentiousStuff 4 года назад

99% of Nike's success is due to Michael Jordan.

@bongofury5924 6 лет назад

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 ......

@raeeznjr4218 6 лет назад

Love or hate Nike, their products are the best in market 💯

@BigSisterW 5 лет назад

They're HORRIBLE ! After about a year all mine got rubber rot. Cheezy crud made by slaves and supported by RACISTS.

@2.1.4-bk7np 5 лет назад

MONEY MONEY MOOOOOOOONNNEEYYY MOOOOOOOOONNNEEEEEEEEEY 💰

@tyhonse 5 лет назад

Nike is a Greek goddess who personified victory...victory also means Victoria *Oh yeah Nike also mean guided-missile*

@islamicthought206 3 года назад

NIKE when making ads.. "JUST DO IT"

@josephlouwerse2105 4 года назад

Nike's actually pretty smart

@samthekashman 6 лет назад

Nike doesn't care about your movement any more than the poor children who make their shoes for nothing. All they see is $$$$$$

@hokeypokeyalso1783 6 лет назад

What does Kaepernick and Monica Lewinski have in common? No one knew them before they got on their knees!!

@carultch 4 года назад

What do Kaepernick and Al Bundy have in common? Former football stars who now sell shoes.

@dudenam5455 5 лет назад

Lol why did they burned their shoes

@gstacks814 6 лет назад

the revolution has been commercialised ..."Equality" brought to you by Nike.

@stingergt2102 3 года назад

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

@LaBanane-rp7my Год назад

Are you drunk?😂😂😂😂😂 this clown

@mohamedsaid5742 4 года назад

i am not brand name guy. but i will buy nike shoes for this.

@karolinakuc4783 10 месяцев назад

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

@arshadbaig9193 6 лет назад

Nike knows how to play its cards, no wonder how they are at the Apex in sports industry.

@asanzo3 5 лет назад

This is why I wear adidas

@carultch 4 года назад

Adidas was founded by a Nazi named Adolf.

@texas70.32 4 года назад

Hahahaha the best thing was the NFL not signing him because they didn’t deserve Kaep. He was born to be bigger than just an NFL player.

@kypselialani14 5 лет назад

ye ye nike is leading the "revolution"...but in the background has kids as slaves making those shoes!

@rogeryelverton5661 2 года назад

Everyone that thinks he's a fake victim boycott Nike 🙄 😒 until they fire Nike

@epicon6 5 лет назад

The ad is my favorite video of all time.

@juicyj-hope6635 6 лет назад

Risk, when taken carefully returns in fortune 🔥🔥

@bongofury5924 5 лет назад

.......c/o a fortune cookie?

@THATMONKEFELLA 5 лет назад

Steven A Smith pointed out Kap didn't start this until he was benched...

@yeslion333 6 лет назад

This "boycott" will be as successful as their boycott of the Black Panther movie... Lol

@yeslion333 6 лет назад

@Dark Horse "Their" is the pro-Trump nationalist right. The connection is that the name of the movie offended them because they saw it as a glorification of the Black Panther Party, which was an organization that stood against police terrorism against POC just like Kaep does. The main difference being that the party did so in a more effective manner (marching on the streets with guns out) instead of just kneeling for an anthem they never should have stood for in the first place.

@yeslion333 6 лет назад

@Danny Dircio Because for black people, it's not a superhero movie. It's a story about an alternative reality (without colonization), and black excellence. Unfortunately most black Americans don't know that Wakanda is being built today in places like Rwanda

@bongofury5924 6 лет назад

“White guilt” is running out. The Academy will realize handing out Oscars to marginal “black” talent to placate the entertainment industry’s SJW’s disgusts us “regular folks” who know talent versus affirmative action when they smell it.....

@yeslion333 6 лет назад

@@bongofury5924 Like the majority of American institutions, "The Academy" wouldn't have to placate to anyone if they didn't first overlook tons of qualified black talent. "White Guilt," like all guilt, exists in the space of those who are remorseful for their actions. Guilt is a side effect of being guilty.

@bongofury5924 6 лет назад

In todays society, it's a requirement for employment. THAT and not having a honest and/or correct assessment of a cultural situation...."And the home of the brave'.....

@giovanniabeportugal5712 6 лет назад

Colin Kaepernick Pushes Nike’s Market Value Up $6 Billion, to an All-Time High

@Kage-jk4pj 6 лет назад

Is it racist that 1 second after she started speaking i instantly knew she was a black woman

@codycast 6 лет назад

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.

@mansoryO 5 лет назад

even black people with white people voice recognize that they have awhite voice and black recognize that white people have a diff voice

@MRTN13 5 лет назад

Are you stupid? Or did you just discover that people outside your white bubble have different accents

@caspermax819 5 лет назад

Haven’t bought one pair since.

@hamza39208 5 лет назад

The same way u had the freedom to boycott nike for what u stand for, that free american football player had the freedom to boycott for what he stands for.. just use ur brain americans lmao

@karolinakuc4783 10 месяцев назад

It isn't even good of economy of USA. Since they sew in 3rd world countries unlike New Balance that sews in USA

@austinkelley5614 6 лет назад

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

@SiphiweMkhwanazi 5 лет назад

You forgot Oscar Prestorious

@michaelchristopher2003 5 лет назад

When nick cannon on your side u know it's the worng side..

@gregoryfulmore6711 4 года назад

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

@flipvandevoort 6 лет назад

I think it's a great message and great marketing

@geariron8352 5 лет назад

Nike risk a lot to make profit

@bashirmohamed8285 6 лет назад

Nike’s= Genius.....

@thezgudge 4 года назад

No one: Literally Nobody: Presenter: NikEEE *flips table*

@epicon6 5 лет назад

I love Nike.

@epicon6 3 года назад

@Torality That's good. Only cool people should wear Nike.

@karolinakuc4783 10 месяцев назад

People who wear Nike support human trafficking, sweatshops and rapes that often happen in clothes manufactures in Asian countries.

@jetbrz2721 6 лет назад

Now make a video on, “How Nike is raising a voice on black Americans when everyone is against them”

@facepalmnetwork1065 6 лет назад

excuse me?. What kind of black people are you talking about? Kanye West?

@jetbrz2721 6 лет назад

Epic Compilations Wat do you mean ?

@jetbrz2721 6 лет назад

Epic Compilations exactly can’t explain but bother to spread negativity through your little screen

@jetbrz2721 6 лет назад

Danny Dircio how ?

@asap855 4 года назад

Now we are here again

@jojosaylor8996 6 лет назад

Nike was thinking 💰 💰

@janehouston8545 4 года назад

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???

@lanreakerele4375 5 лет назад

I find Colin Kaepernick an abosulute hero for protesing about gun violence and other serious things

@SteveLeicht1 5 лет назад

How's that? Gun violence is almost uninversally black on black or black on white. He protested the police. He has a mangina

@alexcarter3894 5 лет назад

Good for them🧐🧐🧐 I went out and bought two more pair just to support them and their stance 🧐🧐🧐🧐

@tiwozo718 6 лет назад

I am going to buy more Nikes

@dirgramsey6132 5 лет назад

The amount of Nike stuff shoplifted has gone through the roof too!

@jamespharris2494 4 года назад

There's more than one way to get skinned by a really smart cat.

@Marcellus11 4 года назад

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.

@sandrascott3924 5 лет назад

I love what Mr. Kaepernick stands 4 ... when the honorable one gets out of office, you will get a position and more!!! I am a an African American woman that loves this country, in spite of the haters in the world!!!

@michaelpaige8136 6 лет назад

All gave some. Some gave all. Nike that is giving for what you believe in.

@Skullpimp 6 лет назад

How many young blacks have been murdered over a pair of Nike? Just Do It?

@Mav10 6 лет назад

or just like that officer who barged in to that one black guys apartment and murdered him just because she thought it was her apartment.

@rldriver4470 6 лет назад

The same amount of white people that have overdosed on crystal meth heroin and other prescription drugs.

@thisisntthewholesomefuture649 6 лет назад

Wait six months to a year.. their to big to fail but I bet they lose overall.

@ChristKeuc 6 лет назад

The issue here is that purchases based on emotions are immediate... Boycotts take months and years. It's when your kid needs new sneakers that you decide not to buy nike and you go for another brand. that's when you'll see the impact. I'm not saying they will ultimately loose, but based on the historical data presented in this clip... it seems like that's what tends to happen, they get a quick boost, then it falls and stagnates and then they play the game again.

@WaRzPreDz 6 лет назад

USA boycotting Nike is like a little kid punching a proffesionl boxer lol, Nike is making billions of dollars all over the planet, USA needs to stop thinking they run the world

@ChristKeuc 6 лет назад

Well the US accounts for almost 50% of nike's income.... so not sure how that's insignificant. reference : www.statista.com/statistics/241692/nikes-sales-by-region-since-2007/ Secondly, things happening in the US matters to people outside the US as well... So again not sure why you would take this "event" and "analysis" as strictly US centric.

@teddybear698 6 лет назад

It really wont trust me, being in the démographique that mostly buy nikes, I cant see them loosing long term

@karolinakuc4783 10 месяцев назад

True. New Balance become popular. Americans start to see Nike isn't contributing much to their economy for they don't sew in USA but in Asian countries where all sorts of abuse can happen

@juned2693 5 лет назад

So, respect the flag, the country, but not some of the black lives??

@TJ-oo5mx 5 лет назад

Blacks are 18 times more likely to be killed by another black than by a police officer. Why weren't they kneeling against blacks having babies so young, joining gangs, dropping out of school, and things that *actually* affect the black community?

@marcorubio3496 5 лет назад

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.