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Executive Summary Nike Inc.'s "Dream Crazy" campaign, launched in September 2018, represents one of the most documented and debated examples of purpose-driven brand marketing in recent corporate history. The campaign centered on former NFL quarterback Colin Kaepernick, who had become a polarizing figure after kneeling during the national anthem to protest racial injustice and police brutality. By making Kaepernick the face of its 30th anniversary "Just Do It" campaign, Nike i