Nike is no stranger to controversial ads, but the latest one involving former San Francisco quarterback Colin Kaepernick might be its most polarizing yet. The controversial NFL player, who has been unable to sign with a team since starting a protest by kneeling during the national anthem, will be the face of an ad campaign of its’ 30-year slogan “Just Do It.”
Conservative media and political organizations have blasted the Beaverton, Oregon shoe and apparel company for signing Kaepernick, despite not seeing the advertisement. Many see the 30-year-old athlete as anti-American for his movement to highlight racial injustice in the United States.
When Nike announced the campaign, protests were almost immediate. People were taking shoes with the famous swoosh and burning them. One video had a man associated with country artist John Rich cutting the logo out of his socks.
The first commercial is slated to debut Thursday during the Philadelphia-Atlanta NFL season opener. The league has also been the target of boycotts by conservative groups. The ad was posted on social media and features Kaepernick narrating videos of athletes trying to accomplish difficult feats in a non-political message. His catchphrase of “Believe in something, even if it means sacrificing everything,’ is said halfway through the spot.
Stock Price Gets Prop Bet
The stock price dropped three points on Monday trading, and one internet sportsbook has produced a prop bet on the company’s future price. BetOnline has a wager on “What will be the value of Nike’s stock when the markets close on Sept. 30? The line has been set at $80 with both the over and under at -110.
The stock has been hovering around $80 for the last three days, and closed on Thursday at $80.40. The stock has performed well this year with the shares up nearly 28 percent this year.
President Donald Trump, who is at war with the NFL, took the opportunity to tweet his disgust for the Nike ad, taking glee in the company’s temporary stock dip.
“Just like the NFL, whose ratings have gone WAY DOWN, Nike is getting absolutely killed with anger and boycotts. I wonder if they had any idea that it would be this way?” Trump posted on Wednesday.
Kapernick has filed a grievance alleging that NFL owners colluded to keep him from getting a job as a quarterback because of his social justice protests,
Supporters and Detractors
The backlash about the two-minute spot has been swift, and mostly from the usual suspects. Fox News spent time on its morning show criticizing both Nike and Kaepernick, Tucker Carlson accused both of an attack on America.
“Here you have a boardroom of corporate executives deciding that they are going to profit off of attacks on the country that made their company possible,” Carlson said. “That is a really ominous thing.”
Athletes, both active and retired, have come out in support of the ad and the company.
Tennis star Serena Williams, who is sponsored by Nike and featured in the ad, posted on social media her support.
“Especially proud to be a part of the Nike family today,” Williams wrote.
Former boxer Oscar De La Hoya, does not have a contract with the company, but still was adamant in his backing. The 45-year-old said it was a powerful message.
“I strongly believe in freedom of speech, and I strongly feel that Nike is a powerhouse in the industry that obviously knows what they’re doing,” De La Hoya said. “I live in America for a reason. … Nike is doing the right thing.”
