FIRST AIRED: September 5, 2018

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Transcript

00:00:00
>> Throwing this in the fire, because the calling Kaepernick->> Videos such as this posted and shared on social media show customers burning and destroying Nike footwear after the brand said former NFL quarterback Colin Kaepernick would be the new face of it's just do it ad campaign. Kaepernick was the first NFL player to kneel during the national anthem as a protest against police brutality towards African-Americans.
00:00:23
Critics led by president Donald Trump blasted the demonstration saying
INAUDIBL
] was disrespectful to the anthem, the flag and to soldiers who fought for the country.>> When somebody disrespects our flag, they say get that son of a
BLEEP] o
f the field right now, out, he's fired.>> Kaepernick hasn't worked since 2016 and he's currently suing the NFL for colluding to keep him out of a job.
00:00:46
A Nike ad shared by Kaepernick on Twitter Monday reads, believe in something even if it means sacrificing everything. Nike's new campaign was quickly met with calls for a boycott. And that's where the social media storm took off. This guy cut the swooshes off his socks. This man set his sneakers alight.
00:01:03
The demand had an impact. Shares of the Oregon based athletic wear company dropped more than 2% on Tuesday when the overall market barely budged. But Nike isn't the first apparel maker to provoke a social media backlash in the Trump era. New Balance, Adidas and Under Armour have all faced calls for boycotts for finding themselves on one side or the other of positions associated with the White House.
00:01:24
Those boycott efforts fizzled and Nike may be betting that courting controversy is just good marketing. Not only is Nike the official maker of all NFL on field apparel through 2019, but siding with Kaepernick puts them on the same side politically. This top gear athletes such as Lebron James and Steph Curry.
00:01:41
And they'd comes after Nike score to publicity coup by backing Serena Williams in a dispute over her attire at the French open. The shoemaker may bet that no boycott can beat that powerful brand.