Nike's iconic 'Just do it' tagline is turning 30 and that's creating quite a storm.
A film conceptualised by Wieden+Kennedy featuring Colin Kaepernick (who also provides the voice over), Serena Williams and Lebron James among others was rolled out last night. Titled 'dream crazy', the film shows a collection of athletes who have stuck it out and chase their dreams.
The brand has been invoking all kinds of reactions following the decision of adding Kaepernick in their campaign. Kaepernick decided to use his prominence to call attention to racial injustice. He began by sitting on the bench, rather than standing up and gazing adoringly at a large US flag, as is traditional, during the playing of the national anthem before games. (Read more about the incident here).
Prior to this two-minute film's release, president Trump had tweeted:
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? As far as the NFL is concerned, I just find it hard to watch, and always will, until they stand for the FLAG!
— Donald J. Trump (@realDonaldTrump) September 5, 2018
On 4 September (the day Kaepernick tweeted about the association), Nike's shares fell by 3 per cent. On 5 September, the it increased by one per cent.
