Why Nike’s Just-Do-It Ad is Bad for the Company and our Country

Photo courtesy of Rolling Stone

Photo courtesy of Rolling Stone

Matthew Kornmeier '21, Staff Writer

In recent weeks, the release of Nike’s 30th anniversary “Just Do It” advertisement campaign featuring former NFL player, Colin Kaepernick, has proven to be a loss for the company and an embarrassment to the values that we should all hold as Americans.

The most prominent loss Nike has faced since the premiere of this ad has been economical. According to The Wrap News, within the first day after the advertisement was released, Nike had already lost approximately 3.75 billion dollars in market capitalization on the stock market. Market capitalization is the total value of a companies shares that are open for public sale. Also, on that same day, Nike’s share price dropped 4 percent, according to the New York Stock Exchange.

These financial losses for Nike, are in my opinion, in direct correlation to the release of this ad, and while losing billions of dollars for their shareholders, Nike’s new mascot is a controversial figure, to say the least. Rewarding Colin Kaepernick for demoralizing the values of our nation is wrong by Nike. By using Kaepernick as their mascot, Nike is turning their brand into a politicized figure when it shouldn’t be. With Nike having such a diverse group of consumers on both sides of the political spectrum, all they are doing is narrowing the group of consumers that will want to buy their product.

This ad has also sparked a boycott of Nike amongst conservatives and others who don’t support the message of the ad. In my opinion, an ad for a company like Nike should spread a positive message that everyone can support. It is quite disappointing that in the world we live in today almost everything is politicized, and this ad is an example of unnecessary politicization.

Nike is also inaccurate in the way they label Colin Kaepernick as some kind of hero. “Believe in something. Even if it means sacrificing everything,” is the slogan Nike has used to portray Kaepernick in their ad. Kaepernick has lost nothing since the beginning of his so-called protest, in fact, he has only gained public attention, and a new fortune through his renewed deal with Nike.

Real heroes are people like Martin Luther King Jr. who stood up against real oppression and made real changes for minorities and the black community through effective protests. Real heroes are the police officers, firemen and women, and paramedics who put their life on the line for the people of this country every day. Real heroes are the men and women of the U.S. Military who fight for our rights every day.