Nike unleashed “Equality,” a powerful new ad campaign, during the Grammy Awards, making it the biggest brand so far to
dive into 2017’s murky politico-consumer waters.
Even three months ago, “Equality” wouldn’t have been such a loaded word, and a spot shimmering with athletes
like LeBron James, Victor Cruz, Kevin Durant, Serena Williams and Gabby Douglas might have felt more like the brand’s obligatory nod toward Black History Month than an anti-President Donald
Trump manifesto. “But equality isn’t the norm anymore,” laments one of its athletes in a behind-the-scenes video. “It
should be, but it’s not.”
And as far as early social media reactions are concerned, the ad, with Alicia Keys singing “A Change is Gonna Come,” might as
well read “Take that, President Trump, and all you bigots who backed him.”
Nike says it is supporting the campaign from Wieden + Kennedy with a social-media mix
that includes filters and avatars as well as billboards and posters throughout the United States and Canada. And in addition to its new Mentor and PeacePlayers International, it says it is ponying up
another $5 million to charities promoting equality in the U.S.
While Nike’s decision to take what is being read as an anti-Trump stand may seem like a lose-lose deal, Matt
Powell, sports industry analyst for NPD Group, says marketing execs need to step up fast if they want to stay relevant, particularly if they rely on younger consumers.
“Brands and retailers can no longer sit on the sidelines on social issues,” he tells Marketing Daily. “Millennials and Gen Z want brands and retailers to be
transparent about their values and mission. They want them to take a stand on important social issues. And if the brand’s values don't align with their own, they will take their business
elsewhere.”
The launch comes just days after Under Armour found itself drawn into its own marketing maelstrom, with CEO Kevin Plank defending his interactions with the
new administration on the one hand, while the brand’s leading athletes, including NBA great Stephan Curry and dancer Misty Copeland, took to social media to criticize him.
The Nike ad broke on the Grammys, which in itself was an exceptionally political broadcast. Talent like A Tribe Called Quest, Anderson .Paak and Busta Rhymes called Trump “Agent
Orange,” and urged fans to “Resist,” as a group of immigrants came up and danced on stage.
Early social-media reaction to Nike leaned heavily toward a love fest,
with viewers calling out favorite lines like “Worth should outshine color” and “The ball should bounce the same for everyone.”
Of course, it got some
hate too. “Stay out of politics,” said one. “Lost my business.” Others just hate the idea of equality. “My son needs a certain color of shorts. Go to @Nike and see some equality bs on their front page. Went to @UnderArmour instead & bought them.”
And while it is certainly unfair to cast Under Armour as the brand for bigots—and the company has bent over backward to assure consumers and employees that it is all about diversity
and inclusion—many consumers seem determined to see it that way.
“Misty Copeland, The Rock, and Steph Curry better be up at the Under Armour office n demanding an ad
that's on par w Nike's latest #equality,” says one. “@Nike ad celebrates equality,”
chimes in another. “Meanwhile @UnderArmour CEO supports racist POTUS. Go Nike!”