SOHH Squad
The marketing minds at Nike deserve a serious raise. New reports claim the iconic sports apparel giant easily secured over $40 million in buzz courtesy of this week’s Colin Kaepernick-featured Just Do It campaign.
According to reports, the Kaepernick/Nike announcement generated even more exposure than its PR and advertising team could have imagined.
In less than 24 hours since Kaepernick first revealed the spot on Twitter, Nike received more than $43 million worth of media exposure, the vast majority of it neutral to positive, according to Apex Marketing Group. That far outweighs the risk of alienating some customers, said Bob Dorfman, a sports marketing executive at Baker Street Advertising. What’s more, he said, the move sends a strong signal to their current roster of athletes and positions Nike as a savvy risk-taker. “It’s not a move that any company can make, but for Nike it’s definitely smart business,” Dorfman said. (Bloomberg)
Over the last 24 hours, various hip-hop artists have rallied behind Nike and Kaepernick’s new campaign.
Leveling up! 📸 @MeekMill @Kaepernick7 pic.twitter.com/nDV6kjzUZv
— SOHH (@sohh) September 4, 2018
Speak on it, Deuce! 📸 @2chainz pic.twitter.com/JfRgwyJ4wH
— SOHH (@sohh) September 4, 2018
Now THIS is how you level TF up!!! Super big congrats @Kaepernick7 @Nike 📸 @Tip pic.twitter.com/018FKNbfvl
— SOHH (@sohh) September 3, 2018
BREAKING: Nike had been paying Colin Kaepernick all along, waiting for the right moment. That moment is now, as he becomes the face of the company’s 30th anniversary of the “Just Do It” campaign. pic.twitter.com/uccpDStbq5
— Darren Rovell (@darrenrovell) September 3, 2018
This week, Colin hopped on social media to share a shot from his new campaign.
Nike’s relationship with CK goes back nearly 10 years.
Nike signed Kaepernick in 2011 and kept him on its endorsement roster over the years. The company had not used him in the past two years. “We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward,” Gino Fisanotti, Nike’s vice president of brand for North America, told ESPN. Other athletes in the “Just Do It” campaign include Odell Beckham Jr., Shaquem Griffin, Lacey Baker, Serena Williams and LeBron James. (ESPN)
