Nike shares rebounded on Wednesday, shaking off calls for a boycott, after it named former San Francisco 49ers quarterback Colin Kaepernick as the face of its "Just Do It" campaign and after a morning tweet slam from President Trump.
On Wednesday, Kaepernick posted the new video ad on Instagram. Other athletes in the "Just Do It" campaign include Odell Beckham Jr., Shaquem Griffin, Lacey Baker, Serena Williams and LeBron James. "Because what non-believers fail to understand is that calling a dream insane is not an insult-it's a compliment".
"Believe in something", the Nike advertisement read. In a tweet last month, Trump insulted the players' intelligence, saying that they are protesting "something that majority are unable to define".
Why Nike would do a deal with Kaepernick is "the million dollar question", she said.
The poll found that 37 percent of respondents said they had become less interested in the National Football League in the last five years. As one of the world's largest sports apparel companies, it seems Nike's dream is insane enough.
"This is not something that's new to Nike", University of Alabama marketing professor Robert Morgan explained.
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"My guess is that the audience that is reacting so badly to this aren't buying a lot of Nikes anyway", he said. Some are prepared to risk the total loss of all they have, but Kaepernick already has a monument, because he has taken a stand in an industry - the National Football League - that sees itself as an expression of conservative American values, not a catalyst for social change. There, foster parents and kids can get things they need for free.
Even on the Labor Day holiday, Nike dominated social media. But the protest against black Americans being shot by police officers for minor traffic violations or suffocated for having a disagreement with a shopping mall security guard is not about anthems or Nike gear.
"You may have a negative reaction or a positive reaction, but you have a reaction", he said.
For some, the ad has made them bigger fans of the brand.
"I think Nike is on the right side of history here".
"He can continue to make money, feed his family, continue to make a change", Bryant Stone from Huntsville said. "This tells me Nike truly believes in this topic as being something they should support and are standing by it, regardless of how it impacts them in the short term or how a certain part of the population views this action".