Taking a knee made Nike stand up.
As brand activism becomes commonplace – even expected – it’s an optimal moment to unpack the factors that spur companies to stand up for something that matters.
Enter Nike and Colin Kaepernick, with a contentious new campaign and profound tagline: “Believe in something. Even if it means sacrificing everything.” As swooshes burn, #boycottnike takes over social feeds, memes proliferate, and thought pieces ignite conversation, one might wonder: Why, Nike, why?