In 2018, Nike launched one of the most talked-about advertising campaigns of the decade. Featuring former NFL quarterback Colin Kaepernick, the campaign centered on a simple but provocative message: “Believe in something. Even if it means sacrificing everything.”
At the time, Kaepernick had become one of the most polarizing figures in sports after kneeling during the national anthem to protest racial injustice. By featuring him prominently, Nike knowingly stepped into a cultural debate.
The response was immediate. Supporters praised the company for standing behind its values. Critics called for boycotts and publicly destroyed Nike products. Yet despite the controversy, online sales surged, media coverage exploded, and the campaign generated worldwide discussion.
Nike’s decision reflected a deeper brand strategy. The company understood its audience and recognized that younger consumers increasingly expect brands to take meaningful positions on issues they care about.
Whether people agreed with the message or not, the campaign reinforced Nike’s long-standing brand positioning around courage, determination, and challenging convention.
In 2018, Nike launched one of the most talked-about advertising campaigns of the decade. Featuring former NFL quarterback Colin Kaepernick, the campaign centered on a simple but provocative message: “Believe in something. Even if it means sacrificing everything.”
At the time, Kaepernick had become one of the most polarizing figures in sports after kneeling during the national anthem to protest racial injustice. By featuring him prominently, Nike knowingly stepped into a cultural debate.
The response was immediate. Supporters praised the company for standing behind its values. Critics called for boycotts and publicly destroyed Nike products. Yet despite the controversy, online sales surged, media coverage exploded, and the campaign generated worldwide discussion.
Nike’s decision reflected a deeper brand strategy. The company understood its audience and recognized that younger consumers increasingly expect brands to take meaningful positions on issues they care about.
Whether people agreed with the message or not, the campaign reinforced Nike’s long-standing brand positioning around courage, determination, and challenging convention.
Aumiller on Brand is produced by Lehigh Mining & Navigation, an Allentown-based branding and advertising agency serving organizations throughout the Lehigh Valley, Philadelphia, and Mid-Atlantic region. We help healthcare, B2B, nonprofit, destination, and industrial brands build stronger connections through brand strategy, creative storytelling, and integrated marketing. Hosted by Denis Aumiller, Creative Director and Partner at Lehigh Mining & Navigation, an Allentown-based branding and advertising agency serving organizations throughout the Lehigh Valley, Philadelphia, and Mid-Atlantic region.
