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Brand Activism: Nike and Colin Kaepernick
Avery, Jill; Pauwels, KoenCase HBS-519046-EMarketingNike's selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice of Kaepernick positively or negatively affect Nike's business results or just generate a lot of social media chatter? As Nike's management team watched some people burn their s...Starting at €8.20