Peyton Jacobs Sept 2019 Nike: “Dream Crazy” Case Study On September 3, 2018, Colin Kaepernick, a former quarterback and controversial figure, tweeted out a message that triggered the American public into a frenzy. “Believe in something, even if it means...
More
Peyton Jacobs Sept 2019 Nike: “Dream Crazy” Case Study On September 3, 2018, Colin Kaepernick, a former quarterback and controversial figure, tweeted out a message that triggered the American public into a frenzy. “Believe in something, even if it means sacrificing everything. #JustDoIt” Attached was a black and white photo featuring his face and with this quote over it, the first of eight print advertisements in Nike’s 30th Anniversary campaign. Nike announced that Kaepernick would be the face of their new campaign, they would be releasing new Kaepernick apparel, including shoes and a t-shirt, and they would donate to his charity, Know Your Rights. The company proceeded to tweet out a variety of quotes that would be featured in the video advertisement to come, which would feature a number of notable and inspiring athletes. This was the beginning of the “Dream Crazy” campaign that would win an Emmy and teach us all great lessons in strategic marketing. Two years prior to the launch of
Less
