Nike Dream Crazy with Colin Kaepernick: the 2018 ad that became defining brand-values statement
Nike released 'Dream Crazy' ad September 2018 featuring Colin Kaepernick (NFL quarterback who had become controversial figure after kneeling during national anthem). The 2-minute ad narrated by Kaepernick over montage of athletes pursuing dreams ended with line 'Believe in something. Even if it means sacrificing everything.' Nike stock initially fell but recovered; brand engagement with younger consumers rose substantially. The case is studied as canonical athlete-activist brand partnership.
- 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
Nike Dream Crazy by the numbers
Quick facts
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 — Official Nike video.