Just Do It: The Kaepernick Effect

Image from Independent 

Who Is Colin Kaepernick

Colin Kaepernick. You know the name well. Unless you have been living under a rock for the last two years, you know the name.

He was the backup quarterback for Adam Smith during the 2011 season of the San Francisco 49ers, before becoming the starting quarterback for the 2012 NFL season. His first season saw him rise to the top as he lead the 49ers to their NFC Championship notice.

After that, the 49ers missed their opportunity for championship recognition, as Kaepernick lost. He won his starting position as the quarterback during the three seasons he played for the 49ers. In 2016, he was benched. He opted out to become a free agent.

Bear in mind, Kaepernick, during his benched days still garnered close to $13 million dollars a year on his contract even though he did not hit the field to play ball. During this time, he began kneeling at the start of every game whenever the United States National anthem played. He began to be regarded as a leader in today’s civil rights movement and touted by the potentially designated domestic terrorist group “Black Lives Matter.”

Kneeling on the Job

It is customary to stand, place your hand over your heart, hat off your head, and sing as loudly as one can (pitch and key not relevant) in honor of Old Glory and the symbolic representation of the birth of our nation. His reason for kneeling was not out of respect for the nation.

Kaepernick adopted an entirely different narrative about the anthem. He states that the Star-Spangled Banner was a song that did not care about the struggles of black people and that the USA was a nation built on the suffering of black slaves. On top of this, he laments that the struggles continue in the form of police brutality today as seen in the lives lost from people like Michael Brown. He relays the debunked “Hands up” narrative and others like it, where BLM tend to ignore factual evidence and spout dangerous rhetoric instead regarding police.

The very same benched quarterback spouted his claims as he wore socks with pigs wearing police garb as a symbolic representation of his dangerous narrative. His actions and the public’s reactions to them created a kind of cultural phenomenon which split the country into the division. One side takes the position of agreeing with this arguably meager quarterback who played for a mediocre team who kneels as a politically manipulated mannequin. The other side stands.

Fast Forward to 2018

A company known to capitulate to and capitalize on controversies, such as certain individuals and certain ideas, jumped on Kap’s infamy. The company either thought it would be edgy or would make them relevant with another social commentary statement.

This is the same company that made their mark, as many would regard as ridiculous, for creating the athletic “pro-hijab,” using child labor in sweatshops to make their merchandise, and their “Just Do It.”

This is the company that decided, for a 30th anniversary slogan, to use the face of a failed quarterback. He was chosen to be their symbol of someone who knows what things are worth living and dying for and who made sacrifices for it. That company is Nike. Nike made Colin Kaepernick the face for their 30th anniversary of the “Just Do It” slogan. Their ad superimposed his quote which reads, “Believe in something. Even if means sacrificing everything.”

Conservative figures all over are replacing the face of Kaepernick and putting in soldiers. Others are using the quote to superimpose on an infographic of Nike stocks. Others are burning their pair of Roshe Flyknits or Air Force Ones and posting them on social media. Those on the other side of the argument are virtue signaling conservatives by asking them to give the Nike merchandise to vets instead of burning them.

Stock Reaction

Within 24 hours of the advertising announcement made on September 3 2018, Nike stocks fell which caused them to lose 3.4 BILLION dollars. Each Nike stock now costs $79.6 and plummeted 3.16% by September 4, 2018.

While the discussion is comedic between both sides of the Right/Left divide, one thing is quite clear, Puma, Adidas, Reebok, Under Armour, and other athletic brands will find that their sales will increase. Half the population will see Nike’s position as a spit in their patriotic faces, and in turn, will do the most effective thing to hurt Nike, boycott.

Boycott Rebound

A boycott rebound happened with Chick-fil-A. It will happen with In-N-Out burger, once they are out of the fire of complaints regarding their donation choices. Ultimately, the question is whether a rebound will happen with Nike.

The curious case of Chick-fil-A and In-N-Out is that while a small percentage of the populace will protest, supporters have and will come out in droves to defend companies and establishments they love. When Chick-fil-A faced backlash over Dan Cathy’s position on traditional marriage, the 2012 Chick-Fil-A Appreciation Day saw a surge in sales ranging in a total revenue of $4.6 million. The company alone is worth close $4.5 million.

While numbers are not out regarding the revenue earnings of In-N-Out, it is quite clear that some are projecting their profit margins to increase as they are a West Coast brand located in the heart of leftist liberalism. As the days have passed since August 29th, 2018, the California DNC boycott became a “nothing burger” (pun definitely intended!). Most patrons shrugged off the boycott attempt and continued buying the food.

Nike Negativity

The negative ramifications of Nike’s move to embrace socio-political conversations are shown as their stock prices plummet. The revenue and sales of rival athletic wear appear to be on a runway to skyrocketing results, as consumers turn their attention and wallets to other companies.

We will be keeping an eye on the market, and the stocks of these other companies as Nike’s value drops making them worth buying regarding stock shares as most capitalists will take advantage of this bad move economically for their own gain.

More to come as numbers are compiled.

Culture Connundrum / Senior Contributor
I am a conservative, Christian Asian who loves God, country, and music. I am proud to be American and want to MAGA!
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  1. What Nike is doing is called a "poke in the eye." They want you to know they don't give a rat's butt about you, and have made the calculation the Kaepernick base will keep them going. I personally don't see how you justify this, since the risk outweighs the reward, in my opinion. But OK! Nike wants to lose customers, so be it!

  2. Saw a commentary that they figured Trump supporters are too old to use their products.

  3. Well written article Culture Connundrum. Wonder who Nike will promote next, the Taliban? They can take their junk and shove it.




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