--- title: Nike Dream Crazy with Colin Kaepernick: the 2018 ad that became defining brand-values statement | RGM® url: https://realgrowthmatters.com/learn/case-studies/nike-influencer-partnership-campaign/ updated: 2026-06-10 source_html: https://realgrowthmatters.com/learn/case-studies/nike-influencer-partnership-campaign/ --- - **Story:** Nike released 'Dream Crazy' Just Do It 30th anniversary ad September 2018 featuring Colin Kaepernick as narrator. 2-minute ad ending with 'Believe in something. Even if it means sacrificing everything.' Initial mixed response and Nike stock decline followed by recovery and significant brand engagement growth. Emmy Outstanding Commercial 2019. - **Why it matters:** Nike Dream Crazy is canonical athlete-activist brand partnership case — demonstrating strong brand-values statements produce polarized reception which can be feature for category-leading brands. - **Takeaway:** Strong brand-values statements produce polarized reception which can be feature for category-leading brands. - **Takeaway:** Initial controversy can convert to net-positive brand engagement. - **Takeaway:** Aligning brand position with target demographic values produces sustained brand-equity benefit. ## Nike Dream Crazy — the four-step story S Situation Situation Just Do It 30th anniversary 2018 was opportunity for major brand statement. Colin Kaepernick had become controversial figure with NFL kneeling protest 2016-2017. Athlete-activist brand partnership opportunity. T Task Task Create major Nike brand-values statement for Just Do It 30th anniversary with Kaepernick partnership. A Action Action September 2018 released 'Dream Crazy' 2-minute ad with Kaepernick narrator. Initial mixed response. Nike stock dipped then recovered. R Result Result Brand engagement with younger consumers rose substantially. Emmy Outstanding Commercial 2019. Net-positive brand-equity outcome. Canonical brand-values statement. ## Nike Dream Crazy by the numbers 0 Dream Crazy released 30-year anniversary Just Do It Source: Nike announcement 0min Ad length Premium narrative format Source: Ad specifications 0 Stock dip Days after release Source: Public market data 0 Stock recovery within weeks Brand engagement growth Source: Public market data 0 Emmy Outstanding Commercial Industry recognition Source: Emmy records 0 Strategic statement Athlete-activist partnership Source: Strategic position #### Quick facts BrandNIKE, Inc. (NYSE: NKE) Campaign'Dream Crazy' Just Do It 30th anniversary ad ReleasedSeptember 2018 Length2 minutes Featured athleteColin Kaepernick narrator Industry recognitionEmmy Outstanding Commercial 2019 Strategic roleBrand-values statement defining Nike position **Honest note** Nike Dream Crazy is widely documented. The case is included as canonical athlete-activist brand partnership reference. ## The September 2018 release Nike released 'Dream Crazy' ad September 2018 as 30th anniversary of Just Do It campaign. The 2-minute ad featured Colin Kaepernick (former NFL quarterback who had become controversial figure after kneeling during national anthem protesting racial injustice in 2016-2017) as narrator. Voiceover over montage of athletes pursuing dreams ended with line 'Believe in something. Even if it means sacrificing everything.' Initial response was mixed including calls for Nike boycott from some consumers, NFL fans, and conservative commentators. Nike stock fell initially. But over weeks Nike stock recovered and brand engagement with younger consumers rose substantially. Emmy Outstanding Commercial 2019 win confirmed industry recognition. ## How RGM thinks about athlete-activist partnerships When clients ask about athlete-activist brand partnerships, the Nike Dream Crazy case is canonical reference. The lessons: strong brand-values statements produce polarized reception which can be feature for category-leading brands; initial controversy can convert to net-positive brand engagement; and aligning brand position with target demographic values produces sustained brand-equity benefit. ## Frequently asked questions Did the Kaepernick ad work for Nike? Initial Nike stock decline followed by recovery and growth. Brand engagement with younger consumers rose substantially. Emmy Outstanding Commercial 2019. Mixed initial controversy converted to net-positive brand engagement over subsequent quarters. Why Colin Kaepernick? Kaepernick had become controversial figure after kneeling during national anthem protesting racial injustice in NFL 2016-2017. NFL had effectively pushed him out of league. Nike's partnership made strong brand-values statement consistent with Nike's broader athlete-activist positioning. ### Sources & references - [Nike Dream Crazy](https://www.youtube.com/watch?v=Fq2CvmgoO7I) — Official Nike video. ## Related [#### All case studies Full library.](/learn/case-studies/)[#### Nike Just Do It Parent Nike campaign.](/learn/case-studies/nike-just-do-it-campaign/)[#### Nike DTC Adjacent Nike case.](/learn/case-studies/nike-2017-2024-digital-pivot-trajectory/)