Kaepernick narrates the commercial, and it's revealed at the end that it's his voice we've heard.
Serena Williams, LeBron James, Shaquem Griffin and other athletes appear in the commercial, which encourages people to chase their dreams, no matter how insane they may seem. "What non-believers fail to understand is that calling a dream insane is not an insult, it's a compliment", says Kaepernick. Others praised Nike for its gutsy ad campaign.
That moment is now, as he becomes the face of the company's 30th anniversary of the "Just Do It" campaign.
"The NFL and Nike are a powerful combination and we anticipate working closely with them on several programs, including youth and player initiatives", NFL media and business officer Brian Rolapp said at the time.
"Everything that Nike's doing with Kaepernick is incredible", he said. "This means it could ultimately alienate and lose customers, which is not the goal of a marketing campaign".
Nike's stock took an initial dip after the announcement (so did those of Adidas and Puma), but the company is wagering on long-term success with younger customers.
Robert Passikoff, founder of marketing consultancy Brand Keys, said an ad like Nike's will divide people, but the outrage won't last.
Moore said Nike could be hurt short-term in the court of public opinion, but does not expect the company's long-term sales to be affected very much.
"This is one of the strongest social stands that they've taken". There, foster parents and kids can get things they need for free. Just over two-thirds (68%) think brands should be able to express how they feel on a topic, while 57% of all U.S. adults feel the same.
But Wesley Callaway, of Omaha, Nebraska, said he doesn't agree with kneeling during the national anthem and thinks it is unfortunate Nike is featuring Kaepernick, though he said he doesn't buy many Nike products and won't make any changes in his shopping habits. "This tells me Nike truly believes in this topic as being something they should support and are standing by it, regardless of how it impacts them in the short term or how a certain part of the population views this action".
The concern here is that the Nike brand further muddies the water on an issue already misinterpreted by a host of people, including the President of the United States. Just as many identify as being either black (22%) or Hispanic (23%) as they do being white (46%).