Didn’t See It Coming with Marc Stoiber

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Nike, Kaepernick, and the power of a bold brand

September 10th, 2018

Last week, Nike launched a monumental ad campaign featuring Colin Kaepernick. With the rallying cry Believe in something, even if it means sacrificing everything the campaign took a bold political stance and - I would argue -  threw down the gauntlet at the Tweeter in Chief, Donald Trump. 

It worked. After an initial dip on the stock market, Nike sales are up 31%. 

But this begs the question: should a shoe company court political controversy to sell sneakers? 

I went on the air with CFAX's Mark Brennae to discuss why this move was 100% true to Nike's brand. As well, we chatted about the sort of brand attributes that align with bold, risky moves, and discussed famous fails in this area. 

Enjoy the conversation!

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