#JustBurnIt: Nike’s Shares Slide As Customer Boycott Goes Viral Over New Ad Campaign

#JustBurnIt: Nike’s Shares Slide As Customer Boycott Goes Viral Over New Ad Campaign
B&T Magazine
By B&T Magazine



Sportswear giant Nike has been hit with a massive customer boycott over its new promotional campaign featuring controversial NFL figure Colin Kaepernick.

To give you a bit of background, Kaepernick was formerly the quarterback of the San Francisco 49ers NFL team until he opted out of his contract in 2017 and became a free agent.

However, what he is perhaps most known for is taking a knee during the US national anthem before a game in 2016 to protest of racial injustice and police brutality – an action which was later outlawed by NFL team owners thanks to the influence of President Donald Trump.

Colin Kaepernick kneeling

Colin Kaepernick (right) kneeling with a teammate during a pre-game rendition of the US national anthem

Just days out from the start of the 2018-19 season, Kaepernick posted an ad for Nike on his social media accounts on Tuesday morning.

His tweet had garnered over 750,000 likes, 300,000 retweets and over 30,000 comments at the time of publishing this article.

However, Kaepernick’s involvement in the campaign also managed to hit a nerve with many Nike customers, with #JustBurnIt and #NikeBoycott trending on Twitter, and photos and videos emerging of Nike products being destroyed and abandoned.

However, this doofus probably regrets wearing his Nike kicks while setting them alight:

Nike shares took a bit of a tumble following its campaign launch, down more than three per cent in New York trading on Tuesday.

Kaepernick isn’t the only athlete to feature on Nike’s new campaign, with tennis ace Serena Williams, NBA star LeBron James, NFL player Shaquem Griffin and pro skateboarder Lacey Baker also among the brand’s ambassadors.

The NFL’s executive vice president of communications and public affairs, Jocelyn Moore, issued the following statement shortly after the campaign launched: “The National Football League believes in dialogue, understanding and unity.

“We embrace the role and responsibility of everyone involved with this game to promote meaningful, positive change in our communities. The social justice issues that Colin and other professional athletes have raised deserve our attention and action.”

Nike declined to comment on whether it consulted with the NFL about using Kaepernick in its campaign.

“Nike has a long-standing relationship with the NFL and works extensively with the league on all campaigns that use current NFL players and its marks,” the company said in a statement.

“Colin isn’t currently employed by an NFL team and has no contractual obligation to the NFL.”




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