Nike has released its first commercial with former San Francisco 49ers quarterback Colin Kaepernick as its new “Just Do It” spokesman.
The 2-minute spot, titled “Dream Crazy,” showcases an inspirational montage of athletes overcoming adversity to chase their dreams, with a voiceover by Kaepernick. He is also seen staring an image of the American flag in the ad. “Don’t ask if your dreams are crazy, ask if they’re crazy enough,” Kaepernick says at the end.
To some, Nike could be the ones considered “crazy” for having Kaepernick as the face of the campaign. The former NFL quarterback has become persona non-grata among some fans, as well as the Trump administration, for his kneeling during the national anthem, which sparked a wave of player protests.
Nike lost about $3.75 billion in market cap after announcing Kaepernick as its new spokesperson. Market capitalization is the market value of a publicly traded company’s outstanding shares. Some online protesters even took to Twitter to shred their Air Jordans and other Nike gear to voice their opposition to the company’s decision.
But the ad that Nike put out on Wednesday, which was created by Nike’s longtime ad agency Wieden+Kennedy, is inspirational in nature.
One of the other athletes in the ad is Shaquem Griffin, a rookie for the Seattle Seahawks. Griffin’s story — he is an amputee with one hand — was one of the more inspirational storylines leading up to last spring’s NFL Draft. He was selected by the Seahawks in the fifth round and his brother, Shaquille, is on the team as well. Major Nike spokespeople Serena Williams and LeBron James are also featured prominently in the ad.
Nike unveiled the new “Just Do It” campaign over Labor Day weekend, tied to its 30th anniversary. “Believe in something, even if it means sacrificing everything. #JustDoIt,” Kaepernick tweeted on Labor Day, echoing the words of the ad.
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SOURCE: The Wrap, Tim Baysinger