‘Just Do It’: Students, faculty react to new Nike campaign

Some people took to social media to express their outrage at Nike’s choice to feature Colin Kaepernick as the face of their 30th year anniversary of its ‘Just Do It’ campaign. Photo illustration by Melissa Zhuang

Athletic company, Nike Inc., has recently become the center of controversy after choosing Colin Kaepernick as the face of its newest advertisement campaign. Kaepernick, a former San Francisco 49ers quarterback, gained notoriety in 2016 after he took a knee during the national anthem to protest police brutality and racial injustice. Last week, Nike unveiled Kaepernick as the face of its most recent “Just Do It” campaign that commemorates the tagline’s 30th anniversay.

“I thought it was a very well-executed ad with a powerful message.” said Lucile Henderson, a sophomore peace studies and communication studies double major and secretary of Chapman’s Black Student Union (BSU). “I also thought it was wise to incorporate other very successful black athletes (Serena Williams and LeBron James) that have also stood up for what they believed in.”

Many other NFL players followed Kaepernick’s example, creating a divide between the primarily white NFL owners and the primarily African-American players, according to The Intercept. This silent protest captured the attention of many, including President Donald Trump, who has tweeted numerous times at both the NFL and players who refuse to stand during the national anthem, even tweeting “Get that son of a (expletive) off the field!” in reference to Kaepernick in 2016.

But that was two years ago, and Kaepernick is still making headlines today.

“Believe in something. Even if it means sacrificing everything. Just do it,” Kaepernick tweeted on Sept. 5, along with a link to the new Nike advertisement.

People both praised and criticized Nike’s decision to include a controversial figure as the face of the campaign. Some tweeted the hashtag #BoycottNike along with tweets that said “Nike has chosen their side in this war” and “Hope your stock prices fall! @Nike.”
Some people have burned their Nike attire in response to the advertisement. Many posted photos of the burned merchandise, saying that they were boycotting Nike for featuring an “un-American” figure.

Despite the criticism, Nike sales are up 31 percent since the ad debuted, according to NBC News.

“More and more, corporations are deciding whether to take a stand on controversial social issues. In this case, Nike certainly took a bold stand with its ad,” said Robin Moore, an adjunct public relations professor at Chapman. “I’m sure they did their research to understand their target markets and minimize any risk to their brand. Based on that, they made a good business decision.”

In contrast with those burning their Nike gear, some students, like Mallory Warhurst, a sophomore political science and environmental science and policy double major, are praising the company for taking a political stance when others stay silent.

“When companies take a stand on important political issues, it makes me more likely to purchase their products,” Warhurst said.

As a student-athlete on the dive team, Warhurst wears Nike attire and said she is impressed with Nike’s choice

“Kaepernick is the embodiment of ‘Just Do It’,” Warhurst said. “It makes the ad much more powerful with him as the face of it.”

Henderson said she believes more companies should follow in Nike’s footsteps.

“To make such a bold and unwavering stance on an issue like this is something many more powerful companies should be making,” Henderson said.