Nike & Colin Kaepernick: A Case Study in Purpose
Purpose is not just about marketing, it is a strategy and a values system. Companies wishing to stay relevant to consumers in today’s media fishbowl and shifting consumer sentiment must pay attention to alignment between theirs and their customers beliefs and actions. Getting involved in social purpose should involve careful consideration and strategy before taking your company on this bumpy ride.
A fantastic example of making use of their purpose in a mutually beneficial manner is Nike and their sponsorship renewal of the controversial quarterback, Colin Kaepernick in 2018.
““Our purpose is to use the power of sport to move the world forward. We believe in a fair, sustainable future—one where everyone thrives on a healthy planet and level playing field””
Surprising as it may be to believe, in 2017 Nike was NOT #1. For the first time in a decade, Nike did not have the most popular sneaker in the U.S., losing that title to Adidas. Facing this unthinkable situation, Nike went back to their brand roots which has a history of sponsoring and featuring boundary-testing athletes in their campaigns.
By featuring Kaepernick in their “Dream Crazy” ad in 2018 and sticking with him through the controversy that ensued, Nike stayed true to their brand purpose. But also, Nike took a calculated risk and won more customers than they lost.
Nike identified their “Purpose Supporters” and found a way for everyone to win. Learn more about Nike, Colin Kaepernick and why companies can learn from their example in the presentation below.
Presented on February 12, 2019 at WeWork Walnut St. in Philadelphia, PA
