Nike and Colin Kaepernick are currently running the sports world with their new campaign. People from all angles have a strong opinion on the ad, which means it has been a success thus far. Like the saying goes, all publicity is good publicity.

A lot of different arguments are being made on the polarizing ad campaign. A popular one is a critique of the tagline “believe in something even if it means sacrficing everything.”  Critics say Kaepernick didn’t sacrifice anything substantial. People on this side of the situation bring up the military and while this is factual, it doesn’t diminish Kaep.

Another major theory from the “woke” corners of the internet is that Nike is not only capitalizing on Colin Kaepernick, but they always took advantage of minority struggles. It is a reasonable assumption to make, but when you look at both sides it is not what it seems.

Yes, Nike is taking advantage of minorities. Not just Nike, but every business in the world takes advantage of their demographic. They take what is relevant to their consumers and incorporate it in the product. People thinking this way are ignoring the fact that business goes both ways. Is Nike taking advantage of Colin’s struggles with the NFL? Yes. Is Colin Kaepernick using Nike’s major platform to continue his fight for equality? Yes.

Nike’s main audience is 18-40-year-old males, and they also dominate the female athlete market. The 30th anniversary campaign for Nike’s slogan “Just Do It” doesn’t just feature Kaepernick. Tennis star Serena Williams and NFL rookie Shaquem Griffin are also featured. Griffin has one hand and is a source of inspiration for the physically impaired.

Serena Williams is without a doubt the most important women in sports and using her in the campaign reaches the women athlete audience. The campaign also featured the improved “performance hijab”, cornering the Muslim market. Nike is just excellent at business, and this campaign proves just that. 

Nike is targeting their demographics and tailoring their company towards them. While it may feel like they’re taking advantage of minorities, it is simply not the case. Nike’s relationship with their athletes is mutually beneficial. Nike gets to boost business while the athletes get a large check and an even larger platform to share their beliefs.