Did Nike Just Play Us All?

The Risky Ad That Changed Everything

Nike is no stranger to bold marketing, but in 2018, they made a move that shook the world. Their controversial “Dream Crazy” campaign, featuring NFL quarterback Colin Kaepernick, sparked massive debate—and skyrocketed their brand power.

The Ad That Divided the Nation

Nike’s campaign centered around Kaepernick’s famous stand (or rather, kneel) against racial injustice. The tagline? “Believe in something. Even if it means sacrificing everything.”

Some people boycotted Nike, burning their sneakers in protest. Others praised the brand for taking a stand. Love it or hate it, everyone was talking about Nike.

Why It Was a Marketing Masterpiece

✔ Controversy = Free Publicity: The outrage fueled global discussions, keeping Nike at the center of attention.
✔ Loyalty Boost: People who supported Kaepernick became even more devoted to Nike.
✔ Massive Sales Surge: Despite the backlash, Nike’s stock hit an all-time high after the campaign.
✔ Brand Identity Reinforced: Nike proved it wasn’t just selling shoes—it was selling a mindset.

The Big Lesson for Businesses

Nike took a huge risk, but they knew their audience. This campaign showed that brands that take a stand—no matter the backlash—can win big.

Would you risk controversy to grow your brand? Was Nike’s move brilliant or reckless?