Nike's Colin Kaepernick ads strike chord with Detroiters

Frank Witsil Detroit Free Press

Published 2:29 p.m. UTC Sep 6, 2018

As he sat in a Detroit barber's chair, NFL running back Joique Bell talked about Nike's latest “Just Do It” marketing campaign featuring Colin Kaepernick, the former NFL quarterback who has become the face of game-day protests against police brutality against black Americans.

"You can't turn a blind eye to either side," said the 32-year-old former Detroit Lion who last played in the NFL in 2016. "If you are against players taking a knee during the national anthem, you also have to be against the killing of innocent American civilians."

The controversial new ad, which Kaepernick tweeted on Monday, is garnering significant attention on social and traditional media. The NFL has been accused of keeping Kaepernick off the field as a result of his taking a knee during the national anthem.

The Kaepernick ad features his face and the words: "Believe in something. Even if it means sacrificing everything." And the new TV commercial, with the same undertone, features Kaepernick and other superstar athletes like NBA star LeBron James and tennis player Serena Williams, and is expected to air Thursday, during the NFL season opener.

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NFL fans are deeply divided about Nike's Kaepernick campaign. Some love it. Others hate it — and are posting social media comments urging #NikeBoycott, as well as photos and videos of themselves torching Nike products and cutting swoosh logos from their gear.

But, just about everyone seems to be talking about it.

Detroit Lions wide receiver Golden Tate, who has his own deal with Nike, said Wednesday that he has seen some "crazy memes" about the campaign on social media, adding, "but, I like what Nike's doing."

And even President Donald Trump weighed in.

"Nike is getting absolutely killed with anger and boycotts," the president tweeted. "I wonder if they had any idea that it would be this way? As far as the NFL is concerned, I just find it hard to watch, and always will, until they stand for the FLAG!"

In many ways, Nike's Kaepernick alignment — and the chatter surrounding it in barbershops, around workplace water coolers, and on the Internet — underscores differing perspectives in America about patriotism, protests, and even the best way for a company to market its goods.

The divides, experts say, seem to break across racial, economic and generational lines.

Two protest narratives

Bell — who was decked out Wednesday in black and white Nike gear, including athletic sandals, socks, shorts, and a form-fitting shirt while getting a haircut at the Social Club Grooming Co. downtown — said two narratives of the protests have emerged.

Bell, who attended Wayne State University and as a student worked as a campus police officer and a Detroit Lions security guard, said he understands the feelings and emotions on both sides of the debate over the ad.

One narrative, Bell said, is that the peaceful demonstrations are about bringing awareness about racial injustice and police brutality. The other frames the actions of Kaepernick and other NFL players who kneel as disrespect for the flag, police and the military.

So, while the new ad appeals to some consumers and drives them to buy more Nike merchandise, others have expressed that they are put off by the message, and have even decried the brand on social media.

Mitch Haba said Wednesday he fully supports Kaepernick.

"He's actually saying something, but, unfortunately, there's a lot of people in the media skewing his words," Haba, 28, of Hazel Park said as he walked by the Nike store in Detroit. "I think what Nike is doing is right. Plus, he's a good quarterback. I think what Nike is doing is good."

Hoston Almon, also 28, said he liked the ad and sees it as a second chance for Kaepernick.

"Even though his football career might not be popping off right now, this might open up a different avenue for him," the Detroiter added, as he walked out of the Nike store with a small bag. "I think it's cool."

But, would he buy something because of the ads?

"Absolutely not," he said. "It's like anybody else getting into sports advertising."

And Travis McMurray, 36, of Waterford said seeing players kneel during the national anthem has been off-putting and somewhat offensive to him.

"He has a right to do it," the Navy veteran said of Kaepernick. "But, I think there are other ways to go about protesting. I mean, what he did didn't help his cause much. He just lost his job. I'm trying to watch football, not a bunch of guys protesting — or whatever."

Still, McMurray also said he doesn't have strong feelings about the ad.

"Nike's trying to make some money, and he's trying to make some money," McMurray said. "That's really what it's all about: Advertising, making money, causing controversy and getting their names out in the news."

But on Wednesday, Bloomfield Township resident David Clegg said he decided to try something different. He created a Facebook group, Detroit Metro Nike Recycle Project, to collect unwanted Nike shoes and clothing to give to vets in need and homeless residents.

"You may simply leave the items outside your home and we'll pick them up," the Facebook group post said, adding that "there is absolutely no judgment towards anyone that donates Nike items."

Clegg, 49, offered no opinions on the Nike ad, but he said destroying gear seems like a waste.

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Investors are watching

The Nike ad's message, marketing experts say, seems to be resonating with Detroiters — and other big-city residents nationwide — who have long felt oppressed, facing a lifetime of hardship because of both economic and cultural factors.

It's the same feeling, experts say, that inspired the Detroit vs. Everybody slogan.

"I think it's a zeitgeist move," said Jeff Stoltman, a marketing professor at Wayne State University's Ilitch School of Business. "This is what's going on. This is what's capturing the conversation, the mood, if you will, of America."

Stoltman said that Nike's marketing strategy is to ride a wave of interest in this issue in a way that will draw attention to its brand and products, and will also highlight its corporate image and values.

Detroit holds great potential for Nike sales.

In 2016, the company opened a 22,000-square-foot, two-level sports emporium in downtown Detroit off Woodward Avenue. It was heralded as not than just another store opening but the start of the promise of a retail renaissance for the city.

The store, a company executive said when it opened, showed Nike's commitment to the city.

But, investors are closely watching how consumers react to the new campaign and how Nike, a big NFL corporate sponsor, performs financially.

Nike, like many companies, aims to broaden its customer base and a campaign that features and appeals to a more racially diverse — and younger — group of sports enthusiasts may help do that.

The company, according to a news report citing anonymous sources, aims to produce Kaepernick-branded merchandise and donate to his "Know Your Rights" effort to "raise awareness on higher education, self-empowerment, and instruction to properly interact with law enforcement."

Among other national headlines Wednesday, the Wall Street Journal announced: "Anthem Backlash Strikes Nike, Hurting Share Price," and concluded that "Nike faces questions on two fronts: whether its reinvigorated partnership with one of the most controversial figures in sports will prove fruitful, and how this move will affect its relationship with the NFL."

Nike also has multimillion-dollar apparel contracts with sports powerhouse universities, including the University of Michigan and Michigan State.

Nike's stock price fell from a Friday close of $82.18 a share to $79.60 on Tuesday and then it rebounded slightly, closing Wednesday at $79.91 a share.

Stoltman, however, believes that the risk Nike is taking with the campaign is calculated.

"They know they are going to lose people in this process," the professor said. "But, the cost-benefit analysis they had to do includes not only being true to themselves; but, in the long run, it garners a great deal of attention and consideration among those folks the company needs to reactivate."

Contact Frank Witsil: 313-222-5022 or fwitsil@freepress.com. Staff writer Dave Birkett contributed.

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