Nike x Kaepernick: Standing for Something

By now a thousand articles have been written about Nike and Colin Kaepernick - news moves quickly now. 

A thousand brands will be green with envy and most will realise they don’t have the backbone, credibility or deep enough pockets to pull a move like Nike’s.

Let’s not for second be naive and think Nike is driven by ethics and purpose alone. They are, after all, a business and even the least cynical of industry spectators will understand the rewards Nike seeks to reap from seemingly putting its neck on the line and choosing a side. Successful brands are masters of the calculated risk and if this article is to be believed then the risk has paid off.

Some industry cats aren’t impressed with the whole episode: Blogger Ad Contrarian called out Nike’s latest Just Do It call to arms “stale, cliché-ridden nonsense” and a “terrible disservice to people - particularly young, poor, minority people - by selling them sneakers via the con job fantasy that they should 'sacrifice everything'”

Whatever your takeouts from this story might be, I reckon most communication businesses could learn a thing or two. The biggest reminder, perhaps, is that ‘standing for something’ and being vocal about it can stand you in good stead. 

Creative and media agencies that stand for something will fair better than those that don’t. Publishers that stand for something will attract more audience loyalty than those that don’t. All communications businesses will attract better employees if they have a sense of purpose and a demonstrable moral compass.

If we’re to buy the suggestion that customers and audiences are more discerning nowadays, and more likely to align with a businesses and brands that demonstrates decent, popular values (interpret that as you please) then it figures an agency’s primary audience - namely clients, current and future employees - will be too. 

And for me, standing for something, picking a side if you have to, expressing your emotions, demonstrating your passions are all part of this communications business. It shows we have fire in our bellies, a desire to have a positive impact. A willingness to make this world a better place. 

Purpose is thrown around all too easily in our industry but I don’t believe it’s a dirty word like some cynics. What’s not to like about coming in to work, creating incredible, cut-through work and doing good in some way, helping a community someplace or a person somewhere? The less cynical will argue that Nike are supporting ordinary people who have been failed by politics. That they’ve shown conviction over a matter of national division. 

At Brave Bison we like the idea of conscious content making. The belief that in a world where there is too much ‘content’ and noise, where attention is seemingly a commodity, and where there is too much cowardice hiding behind non-truths, we can use our privileged position as a media owner, creator and publisher to do some good, support a cause, add something positive to the community. Stand for something. 

We’re investing in multi-platform channels such as Mutha, working with the United Nations to promote the idea of sustainable and conscious living. We’re using our own resource to build communities like Perk, that aim to inspire young people into doing what they REALLY want to do for a living, giving them a platform to inspire other young people. 

Up and down the land industry friends have evolved from creating communications, advertising and ‘content’ merely to flog products to setting up businesses that aim to give something back. They’re working on ideas that promote good ethics and they’re demonstrating they stand for something. 

We shouldn’t be ashamed or embarrassed that goodwill and strong ethics make for good business and a better bottom line in the long run. And neither should Nike. In a time where people hide anonymously behind online identities and live by judging, attacking other’s beliefs, doesn’t it feel good to stick your hand up and say ‘we believe in this’? 

Actions speak louder than words; never has there been a better time to live by this well-worn proverb. There is of course a watch out; declarations of good intention are one thing. But they count for sweet fuck all unless you act on them. Because bullshit radars up and down the land are firmly ON. 

Will Pyne is CCO at Brave Bison