Seemingly moments after Nike announced an advertising campaign with Colin Kaepernick, social media feeds and news reports were inundated with images of people burning their swoosh-branded gear. Ultimately, Nike’s favorability took a hit, but its stocks rebounded hugely and sales increased.
In a hyper-partisan political climate, the decision to back Kaepernick was bound to draw blowback, but a company as ubiquitous as Nike can take sides on social issues without much damage. It’s almost too big to fail.
For a smaller company, risks are greater, but knowing your audience and being honest about a divisive decision creates integrity.
– Dan Stefano, WordWrite Communications