by Bella Gonzalez, Daniel Harbaugh, and Bailey Nolting (Group 1)
The Fast Company published an article on July 24th, 2021 titled, “How Nike made taking a stand on social issues part of its marketing“.
Nike has been a prominent brand in sportswear for many years. The brand has used many big athletes to garner sales. However, now itâ€™s using many of these athletes to speak out on social issues the company is passionate about.Â
Nike has been outspoken about racism, police brutality, gender equality, the pay gap between menâ€™s and womenâ€™s sports, and LGBTQ+ rights. The company first began to speak out against systemic racism and police brutality in 2018. The campaign featured multiple advertisements with NFL Quarterback Colin Kaepernick. Kaepernick was one of the first players to kneel during the National Anthem. This was to protest police brutality.
As a result, the ads with Kaepernick saw backlash from media and consumers. In an interview with Fast Company, CEO and Founder Phil Knight said â€œit doesnâ€™t matter how many people hate your brand as long as enough people love itâ€. This was in response to the company’s choice to speak out on the values the company holds.
Currently, Nike continues to speak put on issues that the company feels strongly about without fears of losing consumers. The company stands by the positions they are taking and wants to continue to work to better society by speaking openly on such issues.
Nike strives to speak out on causes they are passionate about. They have learned that by vocalizing the causes they are passionate about, more people want to support their products.