Today, it seems like the bolder and more controversial, the bigger the bang when it comes to media value. Why all the fuss. Nike has been a rebel brand since inception. They broke the mold with their waffle soled shoes, and then with Michael Jordan ...and then one more time with Tiger Woods. The Nike brand has a long track record of fearless journeys in the world of marketing. Just this week, Nike stirred up the twittersphere by putting the most controversial figure in the NFL, Colin Kaepernick, as the premier character in their newest campaign. It's timely, it's appropriate for the brand, and it might just be brilliant. They have correctly identified what people are really thinking about today. Todays stand out pulp culture icons are not just the best performers but they play into the psyche of the culture. In a politically correct environment, the people who stand out are the ones that are the most interesting to the masses. Last year, Kaepernick jerseys were in the top 50 of NFL Jersey sales even though he was not on a team. The campaign celebrates the bravery of his refusal to kneel during the national anthem, and we celebrate the bravery of Nike for continuing to push boundaries. Today, the Nike stock price dropped by 3%. We will see about tomorrow. Our advice for a competitor brand would be to pick up Pat Tillman and ignite a media storm.
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