Nike, Inc. : believing in Colin Kaepernick, sacrificing brand image? /
On September 4, 2018, Nike, Inc. launched a new ad campaign featuring, Colin Kaepernick, a professional athlete with a highly polarizing image. Kaepernick, known for kneeling in protest during the national anthem at National Football League games, immediately drew criticism from the public. Over the...
| Main Authors: | , , , |
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| Format: | eBook |
| Language: | English |
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London :
The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame,
2019.
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| Series: | SAGE Business Cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | On September 4, 2018, Nike, Inc. launched a new ad campaign featuring, Colin Kaepernick, a professional athlete with a highly polarizing image. Kaepernick, known for kneeling in protest during the national anthem at National Football League games, immediately drew criticism from the public. Over the next two days, Twitter ignited with calls for a boycott and images of people burning and destroying Nike products. Nike stock price began falling and consumer favourability, even among key demographics, continued eroding. How can Nike rein in the anger at their brand? Or, should they take advantage of it? |
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| Item Description: | Originally Published InBoyle, K., Tuddenham, M., Weathers, D., & O'Rourke IV, J. S. (2019). Nike, Inc.: Believing in Colin Kaepernick, Sacrificing Brand Image?. 19-08. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame. |
| Physical Description: | 1 online resource. |
| ISBN: | 9781526498175 1526498170 |