It’s pretty unusual when a Nike campaign involves a sports figure who hasn’t played for years.
Usually, that player was a legend — but in this case, he was an above-average player who turned into a bust and then got mired in personal controversy.
That’s what made Nike’s decision to put Colin Kaepernick on its latest advertisements such a bizarre decision. After all, there were plenty of reasons he could have been chased from the league that weren’t just related to his decision to protest the national anthem.
There was his play. There was that tweet his girlfriend sent which compared the greatest player from the team that was about to sign him to a house slave and the owner to a slave master. There was the fact that he’s given support to dictators and cop killers. And now, he’s the new face of Nike.
Colin Kaepernick has signed a multiyear deal with Nike that makes him a face of the 30th anniversary of the "Just Do It" campaign.
The ad comes days before the start of the NFL's 2018 season. nyti.ms/2PvO4UX
Just do it. “It” being defined as choosing to rig your sails so that every breeze of violent anti-Americanism blows you this way and that. Oh, and not playing football. “It” is that, too.
It’s not a terrible surprise that #BoycottNike is trending on social media, as is burning Nike gear. However, actor James Woods says it’s time to take it further.
To be truly effective, make sure you not only #DumpNikeStock, but dump any investment fund or mutual fund that holds @Nike stock. Further send an email stating the reason you are dumping that mutual fund. #DumpNike #ScrewNike
“To be truly effective, make sure you not only #DumpNikeStock but dump any investment fund or mutual fund that holds @Nike stock,” Woods tweeted.
“Further send an email stating the reason you are dumping that mutual fund. #DumpNike #ScrewNike.”
This isn’t the first time that Woods has dissed Kaepernick, of course:
If we really boycotted all of the #SF games and they fired this #dirtbag, people might think twice about behaving like this... #Kaepernick
This was two years ago, right after Kaepernick started his anthem protests. He’s no longer with San Francisco. Just saying.
Woods’ latest tweet may be having some impact. CNBC reported that shares were down nearly 3 percent as of late afternoon Tuesday. The equates to about a $3 billion loss in the company’s market value.
Again, we’re not saying, we’re just saying.
Analysts reported that while the retailer’s move to make Kaepernick the face of the company would do well in liberal areas like Nike’s native West Coast, it could hurt the chain elsewhere.
“The company’s stand may go down well on its native West Coast; it will be far less welcome in many other locations,” GlobalData Retail’s Neil Saunders said.
Indeed, hurting Nike stock long term might be the biggest loss for the company.
Burning Nike gear may make you feel good, but you already paid for it and you might be better off giving it to a local homeless shelter (a massive influx of Nike gear there would probably make for a better story in the paper than simply burning the stuff, anyhow).
Boycotting the gear will hurt them long-term, but that can always be spun for Wall Street. What can’t be spun, however, is investors divesting and selling Nike stock.
That’s a spin campaign that Wall Street can’t ignore. And James Woods knows it.
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