With Nike’s Longstanding Brand Purpose, Featuring Colin Kaepernick Made Perfect Sense

Opinion: It’s a choice that almost delves into activism

Colin Kaepernick is part of Nike's 'Just Do It' 30th anniversary celebration. Nike

Nike’s decision to feature Colin Kaepernick front and center for their 30th anniversary of their famous “Just Do It” campaign is igniting conversations and debates among marketers and consumers alike. For the past few years, brands have witnessed a steady shift in culture where consumers are increasingly expressing their preference for brands to stand for something bigger than the products they sell.

@armano David Armano is global strategy director for DJE Holdings.