Choosing Colin Kaepernick as a spokesman for Nike. (INPUT (Why is Colin…
Choosing Colin Kaepernick as a spokesman for Nike.
Why is Colin Kaepernick controversial?
As a pro NFL player he kneeled during the national anthem in protest against police brutality, specifically towards black men.
Why is he a good spokesman?
While is controversial, he speaks for a population in America that is not usually heard in mass media, because of this he has become a public figure for his platform.
What will the consumer's think?
Kaepernick brought up a polarized issue which divides the opinion of consumers. This has a possibility of both loosing profit but also gaining profit. Those who disagree could withdraw their support of the company while those who agree could increase their support of the company and also encourage others to support them
We as a cohort believe that it was in the companies best interest in the long hall to have Colin Kaepernick as a nationally campaigned spokesperson. While some might argue that it was not due to his controversial platform this only promotes the brand more and disqualifies older consumes bringing in a younger generation.
As a cohort, we believe that as a brand the worst decision would have been to outwardly disagree with Kaepernick and what he stood for. This would have given the company a bad image, especially among young people who tend to agree with liberal trends and protests.
How did this impact the companies gross income?
According to CBS, Nike’s stock has soared over the past year, seeing a 5 percent increase since Labor Day — the day it revealed that Kaepernick, the former quarterback for the San Francisco 49ers, was the star of company’s 30th-anniversary “Just Do It” campaign.
Choosing a less controversial person
Ex: JJ Watt, who is not only a famous football player but also well liked by the football community. With that, the outcomes generated by the ad would most likely be more positive.
While this would be less controversial the ad would not have generated as much attention and publicity.
Having a smaller ad production instead of launching an entire campaign with Kaepernick
Apologize for the situation that was caused by the controversial ad campaign or any discomfort is gave consumers