On September 5th, 2018 Nike released their new “Just Do It” ad. This commercial was very controversial as Nike selected Colin Kaepernick, the former quarterback of the San Francisco 49ers, to be the face of their campaign. Kaepernick ignited myriad protests in 2016 by taking a knee during the national anthem prior to NFL football games in order to bring attention to the disparity of civil rights in our country. Nike’s decision caused extreme backlash throughout the United States and Americans took their opinions directly to Twitter.
Many individuals boycotted Nike and used hashtags such as #JustBurnIt and #WakeUpAmerica on Twitter.
#JustBurnIt: Furious #Nike customers destroy sports gear over #Kaepernick ad (VIDEOS) https://t.co/AlvtAaanaBpic.twitter.com/bHU60WQNdy
— RT (@RT_com) September 5, 2018
GREAT to see #Trumpsters back ME up & burn #Nike shoes & clothes to PROTEST their campaign with #NFL player & anthem protester #ColinKaepernick!
But after a number of unfortunate incidents,safety officials have asked me to REMIND you to REMOVE items BEFORE setting FIRE to them!— Donald J. Trump (@Trumptweets2020) September 13, 2018
There were a plethora of memes created mocking Nike’s campaign.
Couldn’t resist. 😜 Nike must not want our business America! 🇺🇸 Hit them in the wallet. #BoycottNike #nike #activistmommy #colinkaepernick #memes #memewar #america #maga pic.twitter.com/2xk4WRuS2X
— Activist Mommy – Elizabeth Johnston (@activist_mommy) September 5, 2018
Individuals supporting Nike’s decision to showcase Colin Kaepernick used hashtags such as #ImWithKap and #TakeAKnee.
Jennifer Lewis wore a Nike shirt to the Emmys to show her endorsement of Kaepernick.
Thank you @JeniferLewis!! ❤️❤️❤️✊🏾✊🏽✊🏿 #imwithkap #justdoit https://t.co/0Q7mLyTGbq pic.twitter.com/28j8viJy0d
— KnowYourRightsCamp (@yourrightscamp) September 18, 2018
In response to Nike’s decision, many individuals went out of their way to purchase Nike products. Nike share price rose to an all time high after the Colin Kaepernick ad.
I helped that happen! Bought all 3 of my kids shoes the day #Nike made a stand for our freedom of speech. #NikeAd #TakeAKnee
— NunyaB (@TCKid29) September 13, 2018
I haven't bought a new pairs of sneakers in probably over 5 years. Yesterday I decided it was time for an upgrade. I intentionally sought out a pair of #Nike sneakers.
— Jules (@AreWeGreatYet45) September 23, 2018