This past weekend, Nike and Colin Kaepernick launched an ad campaign that has caused quite the stir.
But Nike has balls that most companies don’t have.
Being a fellow University of Nevada Alumni, I always get asked my opinion about Colin Kaepernick and what I think about what he is doing.
First off, I have met Colin a few times and can tell you that he is a first class guy. He played for the same coaching staff that I played for at Nevada and I think all of them would echo that statement.
Now, I don’t necessarily believe in everything that Colin stands for but I appreciate a man that is 100% convicted in what he believes in and sticking to that belief when he had every opportunity to cave to outside pressure.
I don’t agree with everything that Kaep stands for, but I agree with FREE SPEECH in America.
Colin is every bit of an American as I am and I believe our ability to agree to disagree in this Country is something that we all need to accept and embrace because it is a wonderful thing.
But let’s get back to why Nike has balls.
Nike did what most companies are afraid to do…
They carved out their market and created a campaign that is relevant to that market.
Make no mistake that this will have incredible impact on their company.
Nike isn’t stupid…
They knew they would get a ton of push back from a large part of America.
They knew that they would exclude a part of their customer base and some would go even as far as to not wear Nike again.
But what WILL result from it is a stronger loyalty to their brand from their core market.
The majority of Nike’s market is going to be drawn to the Kaepernick campaign.
They are creating a bond with their ideal audience and giving them what they want.
Nike is not trying to appeal to the masses and this where so many companies go wrong.
They try to create a marketing message for everyone and it resonates with no one.
Part of what is happening here is self selection.
Nike is okay with cutting out a part of the market because in return, their message will resonate with that specific audience.
You can disagree with Nike…
You can disagree with Kaepernick…
But if you are upset by this campaign, just realize that the message wasn’t for you.
Nike doesn’t care about your boycott you shouldn’t either.
Don’t be afraid to cut out a certain part of your market because your brand will be stronger with your core market.
Define your market and give them what they want specifically…
Just DO It!
