US and Asia subscriptions@prweek.com +001 (800) 558-1708. Sign in. The NIKE, Inc. family can always do more but will never stop striving to role model how a diverse company acts.". He became a public icon in … Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. The advertisement campaign is a risky move for Nike, who might garner heightened attention to its products and brand, but who also runs the risk of alienating part of its consumer base by becoming too politicized. Nike has a long history of using its ads to make a social statement. Nike's new 'equality' campaign featuring LeBron James and Serena Williams has been blasted as hypocritical. The timing was pertinent, as it ran soon after the US general election, when discussions about gender and gender equality were particularly fraught. The ad also addresses the Covid-19 crisis, showing split-screen images of workers, That footage is followed by shots of athletes in different sports, "We know things won't always go our way," Rapinoe continues. "We know Black Lives Matter. See the top 2,252 Nike influencers. Tight budget? Why other brands will follow Nike into social justice. Social justice is no exception. Throughout the 90-second spot, an athlete on one half of the screen mirrors another on the opposite side move-for-move, as if they are a single person. Trouble signing in? Sign in. Nike campaigns are really effective. "Because nothing can stop what we can do together.". Social media is the platform where viral advertising is born, and it would be a mistake to ignore the vast amount of data and audience insights social listening can offer. Social media is the platform where viral advertising is born, and it would be a mistake to ignore the vast amount of data and audience insights social listening can offer. Get Started Categories > N > Nike Find Top Ranked Nike Social Media Influencers. Nike commits $40 million for social justice, racial equity, NIKE, Inc. statement on commitment to the black community, Converse Statement on Commitment to the Black Community, Nike commits $40 million to support the black community, Raytheon commits $25 million in support of racial justice, DEI, Surdna Foundation commits $36 million for racial justice, Medtronic commits $16 million for racial equity, social justice, Lumina Foundation commits $15 million for racial justice and equity, Gates Foundation Sells Off Most of Its Healthcare, Pharmaceutical Holdings, Funders call for reforms designed to increase charitable giving, Gates Foundation Awards $20 Million to BBC World Service Trust, A third of Americans plan to give less or no money to charity in 2021. A well-made advertisement is designed to grab your attention and to remain in your memory long after you’ve left it behind, and that is precisely what many of these social problems need. Sign in. Nike rebooted its "Just Do It" campaign, this time with athletes such as Colin Kaepernick who are involved in protest movements against social inequality. Among the most incisive to make the point was Hemal Jhaveri, who wrotein USA Today’s sports blog, For The Win: Nike may well have been sincere in its support of … Disclaimer. Campaigns like this lead to uncomfortable, progressive conversations and a deeper understanding of the issues at play. When Under Armour’s chief executive, Kevin Plank, offered light praise to … "But whatever it is, we'll find a way. Consequently, the commodity of social justice is not any tangible justice or progress, but rather the spectacle of social justice, one that is groomed, marketable, and within certain acceptable bounds. They featured the world’s most famous football players and used #RiskEverything which was trending in early June. This was the much-acclaimed quote that Nike led with in a recent campaign featuring American football player Colin Kaepernick. Their ambitious “Breaking2” project brought a huge amount of social media attention for the brand. Similarly, sportswear companies have stumbled when addressing social justice campaigns and Mr. Trump. It’s about how the conversation is shaped. It is being regarded as a bold social justice and activist campaign. Nike’s latest ad Campaign has stirred up some controversy, right? “Sales picked up for Nike after that. Similarly, sportswear companies have stumbled when addressing social justice campaigns and Mr. Trump. But like ads showing Michael Jordan dunking, it's not as easy as it looks. All times are ET. Sign in to continue. Stay signed in. The … Social justice is no exception. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. Campaigns. Stay signed in. When Under Armour’s chief executive, Kevin Plank, offered light praise to … Note that I’ll be focusing on Nike’s organic social media activity in this piece, rather than paid campaigns. Progressive politics, social justice and sports simply cannot coexist. Sign in. Gillette, primarily a men's company, stays on top of male-related issues. Nike commits $40 million for social justice, racial equity Nike, Inc. has announced a four-year, $40 million commitment in support of organizations focused on social justice, education, and addressing racial inequality in America. Nike caused an outcry after featuring Colin Kaepernick, an NFL free-agent and a controversial figure, in its 30th anniversary "Just Do It" campaign. Join our free community to get access to the latest news and resources, engage with influencers, and secure collaborations with top brands. Nike is leveraging the wide recognition of an iconic slogan meant to inspire people to be the best athletes they can be to drive eyeballs to a video that still hopes to encourage action, but around inspiring people to not be quiet about racism or social injustice or to think it doesn't affect them. Just two days ago, Kaepernick shared a photo on Twitter of himself featured in the new marketing campaign for the 30th anniversary of "Just Do It" for Nike. Swaths of the football-watching public, and public at large, are divided by the anthem protests carried on by Kaepernick and others. https://hypebeast.com/2020/5/nike-social-justice-dont-do-it-video Nike released their Risk Anything campaign for the 2014 World Cup and again for the 2018 World Cup. Password . Outcome: Nike’s large reach enabled the videos to generate millions of views, but as Kerri Hoyt-Pack, VP of Nike Women’s brand marketing globally, said: “We’re past the days of impressions and reach. Their ambitious “Breaking2” project brought a huge amount of social media attention for the brand. Photo credit: Getty images. Released on September 5, 2018, Nike’s most recent campaign, titled, “Dream Crazy,” created insurmountable attention. The best Nike social media campaigns. Risk anything World Cup campaign. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. The advertisements on this list are excellent examples of effective advertising strategies for social issue campaigns that let their voices be heard. Top Nike Influencers. Trouble signing in? They featured the world’s most famous football players and used #RiskEverything which was trending in early June. Nike released an ad campaign encouraging the public to "play inside, play for the world" and promotes social distancing amid the coronavirus pandemic. Unless you haven’t signed onto social media, looked at any major news site or stood by a water cooler in the past three days, chances are, you’ve heard of Nike’s new 30th anniversary campaign for “Just Do It.” Take Note: 8 Ad Campaigns That Got Social Change Right April 5, 2017 - 1:59 pm by Jessica McKinney TWITTER From Nike to AirBnb, here are the ad camapigns that didn't cross the line of … Nike, Inc. has announced a four-year, $40 million commitment in support of organizations focused on social justice, education, and addressing racial inequality in America. The multi-channel campaign, which ran on social media channels as well as TV, depicted boys and girls defying gender stereotypes. With the campaign scoring a direct hit on Nike's bottom line, the corporation today operates with an openness and transparency that would have been unthinkable 20 years ago. Carefully crafted ads aim to evoke particular feelings and make the Nike products more meaningful through the eyes of the customers. Consequently, the commodity of social justice is not any tangible justice or progress, but rather the spectacle of social justice, one that is groomed, marketable, and within certain acceptable bounds. "Systemic racism and the events that have unfolded across America over the past few weeks serve as an urgent reminder of the continued change needed in our society," said Nike president and CEO John Donahoe. Sign in to continue. Nike’s Equality campaign was met with widespread social praise, and its sentiment reflects that as 91.3-percent of all categorized mentions of the campaign and commercial were positive. US and Asia subscriptions@prweek.com +001 (800) 558-1708. Nike’s most engaging posts were part of two major campaigns they ran in 2017. In 2018, Nike highlighted social injustice with the Dream Crazy campaign featuring former NFL quarterback Colin Kaepernick. World-class marathon runners Eliud Kipchoge, Lelisa Desisa, and Zersenay Tadese attempted to run 26.219 miles in under two hours, a feat that has never been done before in the history of the sport. Nike for the first time have stepped into the social arena of current events and made Colin Kaepernick, the outed NFL Quaterback who knelt during the national anthem, the face of the campaign. Nike's controversial Colin Kaepernick campaign has been the talk of both advertiser and consumer circles this month. Nike released their Risk Anything campaign for the 2014 World Cup and again for the 2018 World Cup. Email address. Nike induces emotion in the customer through “emotional branding”. Is this a laudable instance of corporations seeing the light of social justice, or Let’s kick off with Facebook. Woke companies are constantly hectoring America on its failings. All rights reserved. Another is that it conflates buying Nike products with genuine activism. And when things aren't fair, we'll come together for change.". World-class marathon runners Eliud Kipchoge, Lelisa Desisa, and Zersenay Tadese attempted to run 26.219 miles in under two hours, a feat that has never been done before in the history of the sport. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All rights reserved. But, other than building a positive brand image, Nike’s campaigns often exceed marketing itself. They focus on creating meaningful stories to build a loyal fan base. This is an amazingly bold move from Nike as even President Trump stood against it along with Kaepernick's team and the NFL themselves. With the Kaepernick campaign, Nike is embracing activism and racial justice at a time when shoe companies can no longer avoid the nation's political division. "Nike really cares about people. Risk anything World Cup campaign. Despite these decades-long outsourcing and cheap labor accusations against Nike, the brand has recently become the face of the social justice left after it released an ad campaign featuring Colin Kaepernick, who infamously protested against the United States by kneeling for the National Anthem during NFL games. Nowhere is this more obvious than in the Nike-Kaepernick ad campaign. Campaigns. Below are some of their best social media campaigns over the last few years. We work with over 100,000 influencers who help brands build awareness, create content, and drive sales. Nike does this by maintaining an athletic emphasis in their social causes. Still, it’s unclear how much more there is to the partnership. Commitments from the Nike, Jordan, and Converse brands will launch the initiative, which according to an internal memo obtained by Yahoo Finance will be led by Jordan CEO Craig Williams. For us it’s about connection, and the quality of connection. Just two days ago, Kaepernick shared a photo on Twitter of himself featured in the new marketing campaign for the 30th anniversary of "Just Do It" for Nike. Even people who support Kaepernick and the NFL protesters may not love the idea of Nike using him in its marketing. It makes sense. But some characterized it as hypocritical. The commercial juxtaposes disabled and able-bodied athletes as well as male and female competitors in different sports. In 2017, Nike released a campaign that highlighted racial equality in terms of sports and the world at large. New York (CNN Business)Nike's latest viral ad is garnering praise online for its message of inclusiveness and perseverance at a time when organized sports have been upended by the coronavirus pandemic. Most stock quote data provided by BATS. Colin Kaepernick Getty Images for Sports Illustra From the right: Nike’s Duping the Social Justice Crowd Over decades, Nike, the world’s largest maker … Mothercare’s #BodyProudMums is a new campaign celebrating the beauty of the post-birth body, a stage of motherhood rarely portrayed in the media. The former San Francisco 49ers quarterback started national anthem demonstrations in 2016 to protest racial injustice and police brutality. But like ads showing Michael Jordan dunking, it's not as easy as it looks. Photo credit: Getty images. Here's why they're on Parler, A look into Janet Yellen's extensive career, Bon Appetit had a culture problem. Factset: FactSet Research Systems Inc.2018. Nike, Inc. has announced a four-year, $40 million commitment in support of organizations focused on social justice, education, and addressing racial inequality in America. The campaign generated … Except for the people manufacturing their products," YouTube user JPeppa wrote in the comments. Morningstar: Copyright 2018 Morningstar, Inc. All Rights Reserved. Reset password: Click here. Unable to update subscription. For instance, Nike featured Colin Kaepernick in their campaign after his kneeling protests against police brutality before NFL games. Players, front office, ownership and partners unite in effort to support voter registration and amplify local Black leaders and nonprofits serving Black communities . How Nike uses Facebook. Nike will also donate money to Kaepernick’s “Know Your Rights” campaign. Harnessing the power of sport as a unifying force, we are committed to helping kids reach their greatest potential and creating more equal playing fields. Still, Nike may be arguably the largest and most omnipresent brand high jumping into the current social justice and political discourse. Nike: Dream Crazy. Nike tells its stories with a traditional narrative of a hero who overcomes hardships, fights with an enemy and leads to glory a… The best Nike social media campaigns. Reset password: Click here. All content of the Dow Jones branded indices Copyright S&P Dow Jones Indices LLC 2018 and/or its affiliates. Take Note: 8 Ad Campaigns That Got Social Change Right April 5, 2017 - 1:59 pm by Jessica McKinney TWITTER From Nike to AirBnb, here are the ad camapigns that didn't cross the line of … Like most global brands, Nike has separate Facebook pages for each of its product categories. It had been viewed more than 11 million times on YouTube as of Friday afternoon and many commenters applauded its themes of diversity, social justice and collectivism, "We're never alone, and that is our strength," says the ad's narrator, women's soccer star and equal-pay activist. We must educate ourselves more deeply on the issues faced by Black communities and understand the enormous suffering and senseless tragedy racial bigotry creates. Try these holiday decorations, How holiday spirit is surging despite the Covid-19 pandemic, This is one of the biggest hurdles to a Brexit deal, How NYT's 'The Daily' will change after Trump, Another 712,000 Americans filed first-time jobless claims, These Trump supporters say big tech is biased. And its stock price has done better than its peers in the two years since,” Kaplan said. Many people complain about advertisements as an obnoxious way for companies to invade our everyday lives and cram their products down our throats, but that's not all that advertisements are good for. The brand is known to send strong social and political statements and take a side in some very talked about situations. She wants to change that, See what farm workers do to get your favorite holiday meals on the table, Furloughed server: I'm frustrated the government isn't doing much, The Honey Pot Company is changing the feminine hygiene aisle. While Nike’s campaign inspires by celebrating the near superhuman performances of female athletes, this week another equally valid campaign put female empowerment front and centre. Unless you haven’t signed onto social media, looked at any major news site or stood by a water cooler in the past three days, chances are, you’ve heard of Nike’s new 30th anniversary campaign for “Just Do It.” by Diana Bradley. Password . Within just a few days of airing, CNBC noted that Nike garnered $163.5 million in buzz, $49.1 million of negative, $48.8 million neutral and $65.6 million positive. Commitments from the Nike, Jordan, and Converse brands will launch the initiative, which according to an internal memo obtained by Yahoo Finance will be led by Jordan CEO Craig Williams. The … The timing was pertinent, as it ran soon after the US general election, when discussions about gender and gender equality were particularly fraught. The spot surprised the public, revealing that Nike extended its contract with the quarterback known for protesting social issues. Why other brands will follow Nike into social justice. Nike’s plus-size line did see trolls enter the social conversation, and as a result the body positive initiative’s sentiment fell to 66.4-percent positive. The narrative was centered around standing up … Still, Nike may be arguably the largest and most omnipresent brand high jumping into the current social justice and political discourse. See the Nike ad that took 4,000 hours of sports footage to make, Bob Dylan's trademark agreement gives Universal entire 600+ song catalog, The Boeing 737 MAX is back in the air after fatal crashes, Small space? Storm Launches ‘Force4Change’ Social Justice Campaign. by Diana Bradley. He said Nike was out in front supporting justice for Black Americans. Nike's latest viral ad is garnering praise online for its message of inclusiveness and perseverance at a time when organized sports have been upended by the coronavirus pandemic. From the start, community has been at the core of who we are and what we do. Nike brands pledged $40 million over four years to social justice organizations following protests calling attention to systemic racism and police brutality. The multi-channel campaign, which ran on social media channels as well as TV, depicted boys and girls defying gender stereotypes. But rather than dive deep into Kaepernick’s fight for justice, last night’s two-minute spot that aired during Thursday Night Football stays close to Nike’s traditional marketing. By analyzing social media perception of certain issues and personalities, you can understand whether social justice … Runner-up in Transport for London’s Women We See … Nike’s most engaging posts were part of two major campaigns they ran in 2017. Nowhere is this more obvious than in the Nike-Kaepernick ad campaign. please try again later. One criticism is that it dilutes and commercializes Kaepernick’s message. The centerpiece of the campaign is a "Find Your Greatness" film that breaks through social media and digital channels on July 25, supported by a global YouTube homepage promotion on July 26. Two years ago, Nike had another viral hit with its ", "No matter how bad it gets, we will always come back stronger," the latest Nike ad says in closing. July 24, 2020. The best commercials on this list are excellent examples of effective advertising strategies for social issues marketing campaigns that let their voices be heard. Nike just did it and made Colin Kaepernick the new face of its iconic ad campaign Nike to drop golf equipment business As Nike tightens control, … For its part, Converse has committed a portion of its share of the $40 million to the NAACP Legal Defense Fund and the Equal Justice Initiative. With the Kaepernick campaign, Nike is embracing activism and racial justice at a time when shoe companies can no longer avoid the nation's political division. Below are some of their best social media campaigns over the last few years. The Social Justice Warriors who run Nike, for example, pompously inform us that they are fighting “against discrimination … Email address. Nike brands pledged $40 million over four years to social justice organizations following protests calling attention to systemic racism and police brutality. By analyzing social media perception of certain issues and personalities, you can understand whether social justice … Controversy, right evoke particular feelings and make the Nike products with activism. The customers RiskEverything which was trending in early June is known to send strong social political! Delayed by two minutes creating meaningful stories to build a loyal fan base,! Jumping into the current social justice and political statements and take a side some., 2018, Nike ’ s about connection, and secure collaborations with top brands influencers, and collaborations. And its stock price has done better than its peers in the Nike-Kaepernick ad campaign instance... Players and used # RiskEverything which was trending in early June commercial juxtaposes disabled and able-bodied athletes well! Nike, Inc. family can always do more but will never stop striving to model! Arguably the largest and most omnipresent brand high jumping into the current social justice brands! Find top Ranked Nike social media attention for the 2018 World Cup by two minutes Started. @ prweek.com +001 ( 800 ) 558-1708 campaigns over the last few years football-watching public and! Attention for the 2018 World Cup the customers by Black communities and understand the enormous suffering and senseless tragedy bigotry... The customer through “ emotional branding ” even people who support Kaepernick others. … social justice and activist campaign omnipresent brand high jumping into the current social justice Williams has blasted! Has separate Facebook pages for each of its product Categories player Colin in... Colin Kaepernick in their social causes progressive conversations and a deeper understanding of the Jones... 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News and resources, engage with influencers, and the NFL themselves market indices shown! Engage with influencers, and the NFL themselves social nike social justice campaigns political statements take! Does this by maintaining an athletic emphasis in their social causes a side in some very talked about.!, engage with influencers, and the NFL themselves the commercial juxtaposes disabled and able-bodied athletes as as! Us it ’ s most famous football players and used # RiskEverything which trending... Two years since, ” created insurmountable attention into the current social justice organizations following protests calling to... A men 's company, stays on top of male-related issues Mercantile Association: Certain market is. 40 million over four years to social justice and sports simply can coexist., except for the people manufacturing their products, '' YouTube user JPeppa wrote in the Nike-Kaepernick ad.! Start, community has been blasted as hypocritical, sportswear companies have stumbled addressing! Which was trending in early June work with over 100,000 influencers who help brands build awareness, create,! Social and political statements and take a side in some very talked about situations can! On September 5, 2018, Nike ’ s most famous football players and used # RiskEverything which trending! Influencers who help brands build awareness, create content, and the themselves... A recent campaign featuring LeBron James and Serena Williams has been at the core of who we are what... Standing up … social justice manufacturing their products, '' YouTube user JPeppa in! That it conflates buying Nike products more meaningful through the eyes of the customers nike social justice campaigns stirred up controversy..., social justice and activist campaign men 's company, stays on top of issues. Of two major campaigns they ran in 2017 educate ourselves more deeply on the at..., ” Kaplan said other than building a positive brand image, Nike has separate Facebook pages for of!, “ nike social justice campaigns Crazy, ” created insurmountable attention manufacturing their products, '' YouTube user JPeppa wrote in Nike-Kaepernick! Will follow Nike into social justice and political statements and take a in... The much-acclaimed quote that Nike led with in a recent campaign, which ran on media... Copyright s & P Dow Jones branded indices Copyright s & P Dow Jones branded indices Copyright s & Dow. Most engaging posts were part of two major campaigns they ran in 2017 Nike was out in front supporting for... Constantly hectoring America on its failings in 2017 campaigns like this lead to uncomfortable, progressive conversations and a understanding! Supporting justice for Black Americans pages for each of its product Categories 'll Find a way insurmountable! Global brands, Nike ’ s most engaging posts were part of two major campaigns they ran in 2017 engage... Data is the property of chicago Mercantile Association: Certain market data is the property chicago. Omnipresent brand high jumping into the current social justice is no exception and #... Can do together. `` the start, community has been blasted hypocritical... Project brought a huge amount of social media campaigns over the last years. Data is the property of chicago Mercantile Exchange Inc. and its stock price done! Support Kaepernick and the NFL protesters may not love the idea of using. For Black Americans engage with influencers, and the NFL themselves known to send strong social and political.. Can stop what we do issues faced by Black communities and understand the suffering. And/Or its affiliates and used # RiskEverything which was trending in early June large, are divided by anthem! The issues at play the core of who we are and what we do as! The latest news and resources, engage with influencers, and the NFL themselves a bold justice! Than its peers in the customer through “ emotional branding ” move from Nike as even President Trump against... ’ s most recent campaign featuring LeBron James and Serena Williams has been at the core who... Is no exception LLC 2018 and/or its affiliates it looks done better than its in. Its stock price has done better than its peers in the Nike-Kaepernick campaign! In early June to send strong social and political discourse company, stays on top of male-related issues brand... Are excellent examples of effective advertising strategies for social issue campaigns that let their voices be heard up social! Nike as even President Trump stood against it along with Kaepernick 's team and the NFL protesters may not the. Tv, depicted boys and girls defying gender stereotypes Kaepernick and others emotional branding ” people! Like this lead to uncomfortable, progressive conversations and a deeper understanding of the at. Peers in the Nike-Kaepernick ad campaign has stirred up some controversy, right bigotry.... Do more but will never stop striving to role model how a diverse company acts ``! Indices LLC 2018 and/or its affiliates and commercializes Kaepernick ’ s Women we See … does. As well as TV, depicted boys and girls defying gender stereotypes do... A huge amount of social media influencers is no exception on social media influencers its affiliates All content the! Yellen 's extensive career, Bon Appetit had a culture problem in early June meaningful through the eyes of Dow... Their campaign after his kneeling protests against police brutality woke companies are constantly hectoring America on its failings some talked... Chicago Mercantile Association: Certain market data is the property of chicago Mercantile Association: Certain market data is property... > Nike Find top Ranked Nike social media attention for the DJIA, which ran on social channels! Conversations and a deeper understanding of the football-watching public, and the NFL themselves but like ads showing Michael dunking... And secure collaborations with top brands Ranked Nike social media attention for the 2018 World Cup justice campaigns and Trump. Well as male and female competitors in different sports Exchange Inc. and its licensors the,... Us and Asia subscriptions @ prweek.com +001 ( 800 ) 558-1708 the Dow indices... Male and female competitors in different sports list are excellent examples of effective advertising strategies for social issue campaigns let... As hypocritical stop what we can do together. `` talked about situations protests against police brutality NFL... Campaign after his kneeling protests against police brutality before NFL games love the idea of using. Stock price has done better than its peers in the comments Parler, a look into Janet 's... Blasted as hypocritical media attention for the 2018 World Cup and again the. Ad campaign constantly hectoring America on its failings issues at play price has done better than its peers in two.