nike ad campaign

the “JUST DO IT”  in this video campaign we hear NFL star Colin Kaepernick narrating scenes of people pushing themselves to work hard at something they love regardless of traits that may hold them back, for example running as a double amputee, or injuring yourself after every attempt at a new sport, or if you only have one hand, don’t just watch football. Play it. At the highest level.

The message of the Nike “JUST DO IT” campaign is to believe in yourself  something, even if it means sacrificing everything, and to only aim for the best, and to be the best version of yourself. For example - “don’t aim to be the faster runner in your school, aim to be the faster runner ever”. Similarly the campaign also promotes self love and not letting certain things define you, for example in the video Colin narrates “ if you’re born a refugee, don’t let it stop you playing soccer for the national team at age 16”.

The campaign has been used to promote equality for Female and LGBT athletes, especially focusing on racial equality. By using the message “believe it something. Even if it means sacrificing everything” viewers suggested that this referred to Colin Kaepernick’s professional football career as he sacrificed it for his political demonstrations and was essentially blackballed from the NFL.

I think the message of this ad campaign is really impactful and motivational, particularly for young people and individuals who are hesitant of doing things they are scared of, or apprehensive to do because of  the judgment they may receive from others and so hold back at being who they really are. In response to this, the ad is saying so what, don’t believe you have to be like anybody to be somebody.

Moreover, if you look at the bigger picture, you can also suggest that the advert is  supporting many things, such as body positivity, no discrimination and the importance of personal motivation. The campaign focused on how sports can break down barriers by including footage of athletes such as LeBron James and Serena Williams.

Although this advert received a lot of praise, viewers also branded it controversial, as at the time NFL star Colin Kaepernick was fighting for equality in political culture, by famously kneeling during the national anthem in order to protest police brutality. However the campaign fits nicely with the sentiments of Nike’s “Equality” campaign, as the company is no stranger to controversy. The danger behind the controversy for Nike was that many customers publicly decided to boycott the company in protest to the campaign including Colin Kaepernick.

Sales: The aim of using this advert was to increase the number of units sold by nike once it had been publicized. It is also useful to nike as it allows them to measure the success and impact of its marketing campaign. By using Colin Kaepernick as the face of Nike in the campaign it solidifies the political beliefs that Nike follow which automatically increases the amount of customers they have, as people who agree with Nike’s message will buy Nike products and wear them as public representations of the message.