Nike’s embrace of a divisive social activist and former NFL quarterback has seen it walk away with the award for outstanding commercial at the Creative Art’s Emmys.
The prestigious accolade was given for ‘Dream Crazy’, a socially aware commercial starring Colin Kaepernick which broke last September with the message ‘Believe in something. Even if it means sacrificing everything. Just do it.’
A 30th-anniversary celebration of the Wieden + Kennedy authored ‘Just Do It’ tagline the campaign was justified at the time as the embrace of an ‘inspirational’ individual, despite high-profile critics led by US President Donald Trump.
Nike’s decision to align itself with Kaepernick followed a high-profile protest begun by the activist in 2016 which would see the player kneel for the pre-match national anthem in protest at racism in America which was initially shinned by brands fearful of dividing their customer base.
Nike saw off competition from Netflix and Apple to secure the honour.