How Nike’s $6 Billion Colin Kaepernick Campaign Put the Focus Back on Big Creative Ideas

'Calculated risk' paid off for brand familiar with controversy

Nike captured lightning in a bottle by taking a clear position on a divisive sociopolitical topic, accepting the work would alienate some consumers. Nike

The “traditional” agency is dead; data is king; consolidation is the word of the day. You’d be forgiven for thinking ads themselves—and the people who make them—are growing less relevant by the minute.

This story first appeared in the October 1, 2018, issue of Adweek magazine. Click here to subscribe.
@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.
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