2. CAMPAIGN
DESCRIPTION:
• This campaign is narrated by Colin Kaepernick, “Dream
Crazy” provides encouragement to everyone who has crazy
dreams and goals that may seem unsurmountable.
• To celebrate that rich diversity, the second film in the JDI
series, “Dream Crazy,” focuses on a collection of stories that
represent athletes who are household names and those who
should be. The common denominator: All leverage the
power of sport to move the world forward.
• Along with inspirational pros — LeBron James, Serena
Williams, Odell Beckham Jr., Eliud Kipchoge — in this film,
you’ll meet incredible athletes: 29-year-old basketball
phenom and wheelchair athlete Megan Blunk, who took
gold in Rio in 2016; Isaiah Bird, who was born without legs,
and at 10 years old has become the one to beat on his
wrestling team; Charlie Jabaley — an Ironman who made
over his life by dropping 120 pounds, going vegan, and in
the process, reversed the growth of a life-long brain tumor;
and Michigander Alicia Woollcott, who simultaneously
played linebacker and was named homecoming queen
during her high school senior season.
• Additional appearances are made by emerging professional
athletes and world champions alike: Canadian soccer star
Alphonso Davies; Hawaiian big wave surfer Kai Lenny;
American skateboarders Lacey Baker and Nyjah Huston;
German champion boxer Zeina Nassar; and U.S. Soccer's
Women’s National Team.
3. Nike’s decision of throwing itself in the center of a cultural controversy
#UsingControversyforMarketing?
People Loved Nike, People hated it ! some burned,
some bought ! But People talked about it.
Initially, Nike faced criticism, which also included the reaction of
US President Donald Trump and decrease in shares by 3.9% but
with Nike’s attitude of not being afraid of offending people and
taking a stand as long as people love the brand, strategy worked.
•63% respondents were liking the idea of Nike taking political
stand
•70% people liked Nike as a brand and its Ad campaign with Colin
Kaepernick and 30% criticized.
•In First quarterly report Nike‘s revenue increased by 10%
•After the Campaign Launch of Nike’s Stock showed a gradual
increase by 5%.
•Post 1 year of campaign launch company claimed $163 million in
earned media with 31% increase in sales.
•Nike’s brand value increased by $6 billion.
“Nike’s Ad campaign faced fallout but definitely gained more”
4. CAMPAIGN REACH:
• It features many women who have experienced their sports
efforts to be perceived as “hysterical”, “irrational” or
“dramatic”. From coaching an NBA team to “winning 23 grand
slams, having a baby, and then coming back for more”, it
encourages women to dream big and achieve bigger
• Dream crazier was premiered during the Oscars and soon
went viral. After just one day, the commercial garnered over 6
million views on YouTube and more than 28 million on
Twitter. The majority of mentions were or Twitter, followed by
Web and Facebook, and the overall reception was
predominantly positive.
• Since the 24th of February, the release of the commercial, the
phrase was mentioned over 15 000 times. It is more than a
2261% increase in comparison to the period before. It has
reached more than 600 million people on the Internet, with
the majority of chatter about it being on twitter.
• The total number of mentions of the brand has also increased.
After the release of the Dream crazier commercial, the overall
sentiment of “Nike” mentions has become very
positive.
5. POINT OF VIEW:
• Going against public was a risk, but it was
definitely a purposeful advertising of positioning
its brand distinctively. Nike’s idea of using
controversy as a marketing strategy with a socially
divisive campaign knowing that it will drive
discussions was a benefit for the brand. . Ad
campaign was meant to stand out focusing on the
inspirational message “dream big”
6. Works Cited
• "Nike’S New Just Do It Campaign". Nike News, 2020,
https://news.nike.com/featured_video/just-do-it-dream-crazy-film. Accessed 2 Mar 2020.
• "Dream Crazier: How Nike Thrives On Social Issues Based Marketing". Mediatoolkit, 2020,
https://www.mediatoolkit.com/blog/nike-social-issues-based-marketing/. Accessed 2 Mar
2020.
• "This New Nike App Is Like A Concierge For Working Out". Fortune, 2020,
https://fortune.com/2016/08/02/nike-new-app-social-ecommerce/. Accessed 2 Mar 2020.
• "Nike News - Athletes News". Nike News, 2020, https://news.nike.com/athletes. Accessed 2
Mar 2020.
• Uploads-Ssl.Webflow.Com, 2020, https://uploads-
ssl.webflow.com/5b7a777122fffc08a8c3cf3e/5b9e6ab435ca278000b111e7_image6.png.
Accessed 2 Mar 2020.
• Uploads-Ssl.Webflow.Com, 2020, https://uploads-
ssl.webflow.com/5b7a777122fffc08a8c3cf3e/5b9e6c2228de9e58033b8558_Channels.JPG.
Accessed 2 Mar 2020.
• "Nike Controversy: Colin Kaepernick Marketing Strategy Analysis". AMA New York, 2020,
https://www.amanewyork.org/resources/nike-controversy/. Accessed 2 Mar 2020.
• Carruthers, Sasha. "When Big Brands Take Social Stances: An In-Depth Analysis Of Nike’S
Colin Kaepernick Ad". Greenbook, 2020, https://greenbookblog.org/brand-impact/when-
big-brands-take-social-stances-an-in-depth-analysis-of-nikes-colin-kaepernick-ad/.
Accessed 2 Mar 2020.
• Static01.Nyt.Com, 2020,
https://static01.nyt.com/images/2019/05/24/sports/24nike1/merlin_110949977_0c05892
f-02c8-4ef2-8bb6-87a96c78b90f-articleLarge.jpg?quality=75&auto=webp&disable=upscale.
Accessed 2 Mar 2020.
