Nike’s new marketing campaign featuring Colin Kapernick makes sense. It revolves around not social injustice but increased sales in a sportswear market divided among numerous players. Nike’s marketing group made the decision to target a young African American demographic, with the rationale being young black consumers purchase more athletic gear; primarily shoes.
I’m personally not a big fan of Nike; less so since naming a spoiled, misguided, has-been as their spokesman. And they did so not because of his athletic prowess but his take-a-knee visibility on the stage of contrived social outrage.
Last night I had to go to a local department store (Kohls) to pick up some household stuff. I entered the store through a main entrance that happened to be next to the kids’ clothing area. This is the poster that greeted me as I entered the store.
Based on the size of the kid in the picture and the clothing department where the poster is located, I’d put the model at between ten and eleven years old; fourth or fifth grade.
My initial reaction was, “SHIT! That kid looks pissed!” Not game-face, like the scads of boys I coached, just angry.
And then the colors registered; a monochrome photo of a good lookin’ kid in a Nike shirt with a blood red logo swoosh across the front.
As posters go, it’s cool. I like the photography and use of color. It’s the obvious and not so obvious message that Nike chose that I take exception with. [I have to mention that I’m all about black and red. My favorite team (the Fond du Lac Cardinals) have black uniforms with red accents, and they’re the best looking uniforms in the conference…and a force to be reckoned with!]
Nike uses every color for their logo swoosh depending on the application and background color. They don’t have a designated color for every product the way Coke uses their standardized red logo on everything. There are black swooshes on white shoes. Grey, blue, green, and pink swooshes on white shirts and shorts. There doesn’t seem to be a set logo color, only the Nike check mark or swoosh shape.
I found myself standing in front of the poster again when I was in line to check out. I took a picture of the poster. Why the angry young athlete and red check mark swoosh? I mean, teachers use red check marks (or used to back in the day) when we got something wrong. Or is Nike’s marketing team saying that the black voice (sales demographic) is “counted”…checked off… “correct” or “chosen.”
I personally wouldn’t put a red check mark on anything I’m trying to sell… or photo of a kid. It’s dismissive and carries a negative vibe. But I’m old school. I prefer images of happy kids with smiling faces holding sports gear. Because that’s what team sports – and childhood – are supposed to be about, right?
Nike wasted an opportunity to promote unity rather than anger and division. Or is everything now about anger, attitude and indoctrination? I guess that sort of flame-fanning approach has worked with kids in the Middle East, so why not with Nike’s marketing to a specific segment of America. But that’s why the ad campaign is genius: They anticipated that I wouldn’t support it… and they don’t care… yet.
I wouldn’t buy or wear ANYTHING Nike again. I prefer my attire not be a hypothetical ignorant political statement. If Nike wants to identify social injustice they should explore the factories where thier gear is produced. Really Nike…”Just do it”
Nike’s campaign seems like they are trying to make a statement but in reality, they are like so many others these days.; nothing more than hypocrites using a “cause” for their own personal gain. I have no problem with companies trying to make a profit, I just resent them portraying it as something else. It’s hard not to view this as anything but a form of manipulation. Only time will tell just how gullible people will be about it. This is really no different than those who are abusing other people from a different “cause” to feign concern but are just overreaching for personal/political gain.