Some companies just can’t seem to stay out of the news. And it seems like one company, Nike, is trying to stay in the limelight as much as possible.
Just before Independence Day, the company announced that it was pulling a shoe design that it created that featured the Betsy Ross flag—the one with 13 stars in a circle representing the original colonies.
It did so due to the comment by its paid endorser Colin Kaepernick that the flag came from an era of slavery. Nike hired Kaepernick last year for the 30th anniversary of its “Just do it” campaign. Kaepernick rose to fame—or infamy—by refusing to stand for the national anthem during football games, a move that limited his career in the NFL.
So has Nike lost it? They’ve certainly lost potential and many existing customers with their recent moves.
Yet, much like a tweet from the President, what the company is actually doing is staying in the public eye without having to pay for a major ad campaign. In a world where the news seems interested in driving controversy, Nike is playing the game, and playing it well.
Consider this: The company is increasingly doing business outside the United States. In the U.S., sales are stagnating. But they can pick up a younger demographic with the moves they’re making right now, even if that means alienating some customers.
If anything, the company has found an inexpensive way to drive business, and it just goes to show that there’s no such thing as bad publicity—provided you read between the lines.
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