Nike has a new face for their “Just Do It” campaign, which celebrates it’s 30th anniversary this year.
Colin Kaepernick, the former N.F.L. quarterback who started the kneeling movement within the N.F.L. is the new face of the campaign – a controversial move at a time when the football league is trying to regain lost viewers who were upset that players were taking a knee during the National Anthem.
The first advertisement debuted yesterday afternoon and features an up close photo of Kaepernick’s face along with the phrase “Believe in something. Even if it means sacrificing everything.”
— Colin Kaepernick (@Kaepernick7) September 3, 2018
Nike will also produce a clothing and shoe line and donate money to Kaepernick’s “Know Your Rights” campaign, which according to the web site is a “a free campaign for youth fully funded by Colin Kaepernick to raise awareness on higher education, self empowerment, and instruction to properly interact with law enforcement in various scenarios.”
Kaepernick has not worked since 2017 after he opted out of this contract with the San Francisco 49ers and multi-million dollar salary. Kaepernick says he hasn’t worked because of politics; others say it was his poor performance as a player that kept him off the field.
After the announcement by Nike, their stock dropped to the lowest it’s been since July.
#JustBurnIt and #BoycottNike were trending on Twitter as some fans of the brand threatened to burn their shoes over the company’s decision to feature Kaepernick in their ads.