Early September, 2018, Nike released 'Dream Crazy', an ad with Colin Kaepernick as the pitchman for the company's "Just Do It" 30th anniversary campaign. Kaepernick kicked off the campaign by posting on Twitter the black-and-white poster, a close up of his face with the message, "Believe in something, even if it means sacrificing everything." Nike faced immediate boycott—shoes were burned, merchandise was defaced. However, a month after the campaign launched, the unveiling video racked over 80 million views, and Nike earned $6 billion in overall value. [3][4] The Dream Crazy campaign was a case of @Commodity Activism designed by the brand's ad agency of over three decade, Wieden+Kennedy. It strategically appeal to @Belief-Driven Buyers. [1][2] ::embed[https://www.youtube.com/embed/Fq2CvmgoO7I]{provider=youtube}

References

1. Dream Crazy, youtube.com
2. Nike Favorability Plummets With Kaepernick Campaign, axios.com
3. Nike Nearly Dropped Colin Kaepernick Before Embracing Him, nytimes.com
4. Nike's Colin Kaepernick Ad Sparked A Boycott—and earned $6 billion for Nike, vox.com

Tags

• #belief_driven_seller, @Belief-Driven Sellers