In an extremely powerful and controversial move, Nike has placed one of the NFL’s most outspoken and polarizing figures—Colin Kaepernick—as the face of their 30th Anniversary “Just Do It” ad.
Though he is a former athlete due to what some may say is a shut out by the organization for kneeling against racial injustice, Kaepernick’s formidable presence still looms large over the NFL organization. Nike’s gamble to place such a controversial subject up front and center of a large media campaign was a calculated risk and a stroke of brilliance, says marketing guru and NYU Professor Scott Galloway.
The “Dream Crazy” ad, featuring Mr. Kaepernick and other athlete powerhouses in the Nike roster, such as LeBron James and Serena Williams, implore their viewers to dream big and overcome their battles.
“Believe in something, even if it means sacrificing everything,” Mr. Kaepernick narrates in the video, over images of the athlete watching images of an American flag waving against a building.
The entire ad, narrated by Kaepernick, will be shown Thursday evening when the NFL season kicks off with the Atlanta Falcons taking on the Super Bowl champion Philadelphia Eagles. However, the ad has already gained approximately $163.5 million USD worth of media and brand exposure.
One thing is for sure: Colin Kaepernick is not going away anytime soon.