Nike stands with Kaepernick when no one else will

Once again Nike made headlines and took a controversial issue and loudly reinforced its "Just Do It" mission statement. When Nike selected polarizing NFL quarterback Colin Kaepernick to grace the cover of its 30 year-anniversary "Just Do It" campaign, long-time brand loyalists remembered this wasn't the first time Nike made such a strong statement.

Over 30 years ago, Nike sided with NBA legend Michael Jordan when the NBA banned him from wearing black and red Nike's his rookie season. The iconic "Air Jordan 1" are one of the Jordan brand's most lucrative shoe to this day. The NBA fined Jordan $5,000 per game every time he was out of league dress code; Nike countered by paying the fee each time.

While less talented quarterbacks, signed contracts across the league, Kaepernick spent the 2017 season until now as a free agent. All of this stemming from Kaepernick's 2016 decision to take a knee during the national anthem in protest to the killing of unarmed black men and women by the police. At a rally in Alabama last September, President Donald Trump criticized any NFL player that would take a knee, suggesting that owners should “… get that son of a bitch off the field right now” if they protest during the anthem. 

In the midst of all the national turmoil, Nike stepped in and made Kaepernick its poster child for the biggest ad campaign in its history. Judging by Nike's booming stock, the public at large continues to purchase Nike products. According to marketing website Entrepreneur, after a slight dip in market shares days after the ad, Nike's stock increased 36 percent, raking in a grand total of $6 billion.

In my opinion I believe Nike took a huge risk. A risk that paid off. It's not about the money though, it's about the principle. Black men and women being unlawfully gunned down by police officers is wrong. Plain and simple. Not only did Nike understand that, they stuck its neck out and did what 32 other NFL franchises wouldn't. What 32 NFL owners were afraid to do. Nike saw an opportunity to be bold, to lead by example and advocate for what's right. The public was aware of this and showed its support financially and all over social media. I love Nike, I always have ever since I can remember. This is just another reason why I will always "Just Do It".