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Nike selects NFL’s ‘inspirational’ Colin Kaepernick to front ‘Just Do It’ 30th anniversary campaign


By John Glenday, Reporter

September 4, 2018 | 3 min read

Sportswear brand Nike has risked incurring the Twitter wrath of US president Donald Trump after it selected Colin Kaepernick as one of 30 faces to mark its 30th anniversary celebration of the ‘Just Do It’ tagline from Wieden + Kennedy.


Nike selects NFL’s ‘inspirational’ Colin Kaepernick to front ‘Just Do It’ 30th

Kaepernick is best known as the first NFL player to kneel during the pre-match national anthem as a protest against racism, a campaign initially shunned by brands fearful of being seen to take sides.

Confirming the move Nike spokeswoman Sandra Carreon-John said: “Colin has been a Nike athlete since 2011. Colin is one of a number of athletes being featured as part of our 30th anniversary of Just Do It.”

Kaepernick himself has already taken to his new role with gusto, posting a moody Nike branded black and white photo of himself to his followers on Instagram and Twitter overlaid by the slogan: “Believe in something. Even if it means sacrificing everything.”

This message has already been retweeted hundreds of thousands of times by the players many supporters, despite calls from Trump for the NFL to fire players who disrespect the American flag.

Explaining the move Gino Fisanotti, a Nike vice president of brand for North America, remarked: “We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward.”

Nike has previously stood accused of racial stereotyping after advertising a gang-inspired balaclava using a black model.

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