A DAY OF RECKONING
It was on Sept. 1, 2016, when America and the NFL were shocked when former NFL Quarterback, Colin Kaepernick of the 49ers chose to take a knee instead of standing up for the national anthem. This gesture came after the tragic event of George Floyd and other events with policing against Black Americans. This is a quote that Colin said why he took a knee:
“I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color. To me, this is bigger than football, and it would be selfish on my part to look the other way. There are bodies in the street and people getting paid leave and getting away with murder.”– Colin Kaepernick via Washington Post Because of this gesture, Nike had a choice to either suppress his voice or help amplify it.
HUMANIZING THE ATHLETE
What I found is that Nike, led by former CMO Greg Hoffman, who is of African American decent and his team, chose to not run from this tough topic, but use their platform to embrace it. They also did something that we don’t often see in an Athlete, which is show vulnerability. This is how the “Believe in something, even if it means sacrificing everything” ad campaign came into fruition. We think of athletes as heroes of their respective sport, but here we are showing a man who is not being portrayed just as an Athlete, but human. This move was very controversial in the ad space, but for a big brand like Nike they brought an invitation to the world to continue a conversation about human and civil rights.
NIKE’S AD EXECUTION
The composition is the most impactful element in this ad because Colin is looking at the viewer in the eyes. Almost as if he were having a conversation with the viewer. Also, this composition serves as a mirror for one to look at one’s inner self. Having the image black and white neutralizes the conversation of focusing on the color of Colin’s skin tone, but focus on the message. Having the picture black and white makes it even more iconic because most iconic pictures such as Martin Luther King, Malcom X, and Muhammad Ali are in shot in a way that forges their contributions to the progression in society. Nike did a great job of capturing a moment that is going to inspire generations to come. So, CMOs don’t be afraid to help amplify vulnerable voices because silence speaks the loudest.