Believe in something

We’re used to Nike’s bold statements and sometimes even controversial campaigns. This one is no exception, perhaps one of its best examples indeed.

It is a deceptively simple classic ad, as it should be: B&W athlete portrait, clever headline crossing his face, logo and tagline at the bottom. And at the same time, it carries a tsunami of cultural provocation. A giant middle finger to the bizarre state of American politics, polarising audiences and their own consumers.

The reason to highlight this work here is exactly that. It’s an ad designed to mobilise, to create a reaction. Take a moment to read this WSJ article on Colin Kaepernick and Nike, Starring You and Me, where the writer deconstructs how —activism or marketing— the campaign is built meticulously to get people to act.

“Whether you think Kaepernick-for-Nike is a brilliant idea, or a terrible one; whether you are offended, not so offended, or offended that other people are offended; whether you intend to buy Nike clothing in support of the move, or set fire to $180 Air Maxes atop a backyard pyre, know this: In every one of these actions, positive or negative, considered or rash, you are participating in a Nike marketing campaign.”

Below, the 2-min TVC to be aired during the NFL opening.

And finally, the case study.