New Nike Colin Kaepernick Ads Affect Detroiters Agreement

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NFL fans are deeply divided over Nike's Kaepernick campaign. Some like it. Others hate – and post comments in social media urging #NikeBoycott, as well as photos and videos of themselves burning down Nike products and cutting off the swoosh logos of their gear.

But just about everyone seems to talk about it.

The Detroit Lions' big receiver, Golden Tate, who has his own contract with Nike, said Wednesday that he had seen "crazy memes" on the social media campaign, adding "but I love what does Nike ".

And even President Donald Trump weighed.

"Nike is completely killed by anger and boycott," tweeted the president. "I wonder if they had any idea that it would be like that? As for the NFL, I have a hard time looking at it and I will always do it until I get it. they defend the FLAG! "

In many ways, Nike's Kaepernick alignment – and gossip in hairdressing salons, water coolers in the workplace and on the Internet – underline the different perspectives of the US on patriotism, protests and even the best way for a company to market its products.

According to the experts, divisions seem to transcend racial, economic and generational boundaries.

Former San Francisco 49ers quarterback Colin Kaepernick appears in a Nike advertising campaign in September 2018. (Photo: Nike)

Two stories of protest

Bell, who was dressed Wednesday in black and white sportswear, with athletic sandals, socks, shorts and a fitted shirt during her haircut downtown Social Club Grooming.

Bell, a student at Wayne State University and a student on campus and a Detroit Lions security officer, said he understood the feelings and emotions on both sides of the debate about advertising.

One story, Bell said, is that peaceful protests are aimed at raising awareness of racial injustice and police brutality. The other frames the actions of Kaepernick and other NFL players who kneel down to disrespect the flag, the police and the army.

For example, while new advertising is attracting some consumers and pushing them to buy more Nike products, others have said they are discouraged by the message and have even decried the brand on social media.

Mitch Haba said Wednesday that he fully supported Kaepernick.

"He's actually saying something, but unfortunately, there are a lot of people in the media who distort his words," said Haba, 28, of Hazel Park, as he passed by the Nike store in Detroit. . "I think what Nike does is ok, he's a good quarterback, I think what Nike does is good."

Hoston Almon, also 28, said he appreciates advertising and sees it as a second chance for Kaepernick.

"Even if his football career may not be fading, it could open up another path for him," the Detroiter said, stepping out of the Nike store with a small bag. "I think it's cool."

But, would he buy something because of the ads?

"Absolutely not," he said. "It's like any other in sports advertising."

And 36-year-old Travis McMurray of Waterford said that seeing players kneel in the national anthem puts him off and offends him somewhat.

"He has the right to do it," said the Navy veteran about Kaepernick. "But I think there are other ways to protest – I mean, what he did not help much – he just lost his job." I'm trying to watch football, not a group of protesters – or whatever. "

Still, McMurray also said that he has no strong feelings about advertising.

"Nike is trying to make money, and it is trying to make money," McMurray said. "It's really what it's all about: to advertise, make money, spark controversy, and publicize the names of the media."

"You can just leave the items outside your house and we'll pick them up," said the group's Facebook group, adding that there "is absolutely no judgment towards anyone giving Nike items. "

Clegg, 49, gave no opinion on Nike's announcement, but said that destroying his equipment seemed like a loss.

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Investors are watching

According to marketing experts, Nike's announcement message seems to resonate with the Detroiters – and other residents of major cities across the country – who have felt oppressed for a long time, facing economic and cultural difficulties.

According to experts, it's the same feeling that inspired the Detroit slogan against Everybody.

"I think it's a zeitgeist gesture," said Jeff Stoltman, a marketing professor at Wayne State University's Ilitch School of Business. "That's what's happening – it's what captures the conversation, the mood, if you will, from America."

Stoltman said Nike's marketing strategy is to spark a wave of interest in this area in a way that will draw attention to its brand and products, and will also highlight its image and values.

Detroit has great potential for Nike sales.

In 2016, the company opened a 22,000 square foot two-level sports center in downtown Detroit, off Woodward Avenue. It was announced not only that the opening of another store, but the beginning of the promise of a commercial renaissance for the city.

The store, said a company executive at its opening, showed Nike's commitment to the city.

However, investors are closely watching the consumer response to the new campaign and the financial performance of Nike, a major NFL sponsor.

Nike, like many companies, aims to expand its customer base and lead a campaign targeting a group of more racially diverse and younger sports enthusiasts.

The company, according to a report quoting anonymous sources, aims to produce Kaepernick brand products and contribute to its "Know Your Rights" effort to raise awareness of higher education, empowerment and interaction with the forces. of the order. "

The Wall Street Journal has announced, among other national titles, that "Nike's Anthem Backlash Strikes, Hurting Share Price" concluded that "Nike faces two questions: whether its partnership reinvigorated with one of the most controversial personalities of the sport will prove fruitful "and how this change will affect its relationship with the NFL. "

Nike has also signed multi-million dollar contracts with sports universities, including the University of Michigan and Michigan State.

Nike's stock price fell from a closing stock price of $ 82.18 per share to $ 79.60 on Tuesday and then rebounded slightly, closing Wednesday at $ 79.91 per share.

Stoltman estimates, however, that the risk that Nike takes with the campaign is calculated.

"They know that they will lose people in this process," said the professor. "But the cost-benefit analysis they have had to do is not only to be true to themselves, but in the long run it gets a lot of attention and consideration from the companies that the company has to reactivate."