It happens very rarely that a company will stock out its neck and back something which is a political landmine. In India, it rarely happens but many companies in America are bold enough to take a stand.
Nike has always stood for things which are right. And it feels good to know that it has decided to throw its weight behind one of the most polarizing figures in football, and America: former San Francisco 49ers quarterback Colin Kaepernick. He has been signed on for a campaign where over a black-and-white picture of his face, a caption reads, "Believe in something. Even if it means sacrificing everything.”
Nike is really sticking out its neck in a highly polarized country and backing Kaepernick means Nike is also risking ticking off the White House.
Kaepernick has not played in the NFL since the 2016 season. That year, he began kneeling during the national anthem to raise awareness about police brutality against African-Americans and other racial injustices. Dozens of other players also began joining Kaepernick, and he has grown into a symbol of dividing lines over race in America.
Well, it takes great, really great courage to take a stand and by backing Kaepernick, Nike has elevated its brand image, especially among those who criticize racism and prejudices. Kudos to Nike!