Consumers are increasingly looking to align with brands and retailers that share their values. Activism means taking a stand on societal and political issues and being transparent on your proposition with consumers. It is about demonstrating and offering the consumer to be part of a greater purpose. In the wake of the controversial Nike ‘Just Do It’ campaign with Colin Kaepernick, we expect to see even more brands and retailers taking a stand on societal and political matters.
CASE STUDY: Nike takes a chance on stripped athlete
The sports giant Nike is known for excelling at storytelling and value-based branding. In September 2018, the brand took a chance when celebrating 30 years with the slogan “Just Do It” with a big campaign with the excluded NFL star Colin Kaepernick as the front figure. Colin Kaepernick became world-renowned when he chose to kneel as to show his dissatisfaction with the oppression of minorities in the United States during the National Anthem at several NFL matches. In a highly patriotic country like the United States, the act cost the player his NFL career. However, Nike has chosen to use him as a front figure in the “Just Do It” campaign under the title “Believe in something – even if it means sacrificing everything”.
The initial reactions were not promising as social media boiled over with hateful messages and burned Nike products, and Nike’s shares dived by 3.16 %. Nevertheless, a few days later the giant’s sales rose by 31 %. In comparison, the increase was 17 % in the same period last year. With the campaign, Nike took a stand, and even though Nike might have lost some customers, the brand has won even more loyal customers within their target group: millennials who are looking for authentic, meaningful relationships with brands who share their values.
Article originally published by our international partners at Ebeltoft Group.