Whoever has been following the news in recent times or who has simply been taking a look at what is happening on the net, will have stumbled upon the ‘Nike case’. The news is really somewhat limited to the US market, as are its direct consequences, but the news coverage it has received has gone much further. The online media around the world have been filled with articles telling what is happening and have also launched complementary ones that allow us to discover the protagonist of the controversy and why he is.Bottom line: In Nike’s latest campaign, the sportswear company featured athlete Colin Kaepernick. Colin Kaepernick had been a former professional football player and he was the one who started the protest of the players of the American football league when the American anthem was played to protest against the racism and police brutality suffered by African American Americans.Kaepernick’s career suffered. Although for many he became an icon of the fight for civil rights, the player was harshly criticized by Donald Trump and his environment and, for others, he became a kind of ‘traitor’.His participation in the Nike campaign started with an image with the phrase Believe in something. Even if it means sacrificing everything. The athlete is also the narrator of the Nike television commercial. Kaepernick’s choice quickly had a critical response among those who had already viewed the athlete critically. His figure is polarizing in American society and the response to the campaign was as well. A boycott was called, an abandonment of the brand was pronounced and there were burns of products transmitted on social networks.
In the first days after making the Saudi Arabia WhatsApp Number List campaign public, Nike fell on the stock market due to the pressure effect.And if Nike achieved crashes in the stock market and public product burns after making the campaign public, why did it do so and why did it not back down from the barrage of criticism it received from a certain group of consumers? It could be said that the company is trying to maintain its ethical commitment (which is the point that consumers in general value right now) but also that, despite everything that may seem right now, the move compensates it.With your consumers connectAs explained in Mintel, Nike has achieved a lot of media coverage in recent days. It has become the brand that everyone talks about.
And all this noise could have a very positive effect on your brand image and your relationship with your consumers. As they point out in their analysis, from the outset, consumers tend to be lazier when it comes to boycotting, but not when it comes to buying the brand with which they really agree and that they believe supports causes that matter.”Consumers are more willing to support a company whose cause they agree with than to boycott one with which they disagree,” they explain in the analysis, based on data from one of their studies. And this is especially true among millennials and members of Generation Z. Six out of ten consumers of both age groups would switch brands for one that shares their beliefs.With the campaign, therefore, Nike is managing to establish itself linked to certain brand values.
As Mintel analysts point out, it has laid the groundwork for partnering with “social justice issues” especially “in the eyes of those two increasingly powerful generations of consumers.”You can’t stay silentBut, in addition, the interesting thing about what they point out in the Mintel study is in another parallel question: although the issues are problematic and although it is sometimes difficult for brands to mark their positions on some issues, they no longer have a choice but to do so.In the new market and in the face of new consumers, they can no longer remain silent. They have to be able to have opinions, defend principles and mark their positions, because only in this way will they be able to connect with the younger groups of the audiences.