Mitch Harris: 'People are really interested in Colin Kaepernick'

Night Talk 05/09/2018
Credit: Nike.

Night talk: Mitch Harris opening comments, Wednesday 5th September 2018.

Tonight: Has Nike made a successful business decision with Colin Kaepernick?

Protesters burned their Nike shoes, investors sold shares and some consumers demanded a boycott, after the footwear and apparel maker launched an advertising campaign featuring Colin Kaepernick, the NFL quarterback who sparked a national controversy by kneeling during the national anthem.

But the brand recognition that comes with the campaign may be just what the company wanted and marketing experts predicted it would ultimately succeed.

The ad revived a raging debate in the United States that started in 2016, when Kaepernick, then with the San Francisco 49ers, began kneeling to protest police shootings of unarmed black men.

"This is right on the money for Nike," said Erich Joachimsthaler, CEO of strategy consulting firm Vivaldi. "They stand for this irreverent, rebellious attitude.

"In this case, it's reinforcing the brand." 

Night Talk with Mitch Harris, 8pm - 12am Monday to Thursday night on RadioLIVE, and streaming live to the rova app on Android and iPhone.