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Nike "Dream Crazy": Purpose-Driven Communication and Brand Polarization
Executive Summary In September 2018, Nike launched "Dream Crazy," a campaign featuring former NFL quarterback Colin Kaepernick as the face of the brand's 30th anniversary "Just Do It" campaign. Kaepernick had become a controversial figure in American sports and politics after kneeling during the national anthem to protest racial injustice and police brutality, beginning in 2016. The campaign generated immediate and intense polarization: some consumers publicly burned Nike pro
Dec 15, 20259 min read
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