Believe in something. Even if it means sacrificing everything.”
That’s a powerful statement, even without a context. Add the context to it and it’s on steroids.
The context is Colin Kaepernick, the former San Francisco 49ers quarterback. In 2016, Kaepernick knelt down during the customary US national anthem ahead of a NFL game in protest against US law enforcement’s high-handed treatment of blacks. It was a courageous and controversial move which fired up the #TakeTheKnee campaign by several NFL players. The US President Donald Trump called for his suspension and predictably, nationalist America has since raged against the campaign. Kaepernick was suspended for a few games in the 2016 season, and has remained unsigned for the 2018 season.
Earlier this week, Nike made him the face of their 2018 #JustDoIt campaign. It has had an impact: Nike’s stock price has taken a dip, likely temporarily. Punditry is divided. Social media is on fire with a #JustBurnIt campaign. Business commentary suggests that this is a carefully thought-out campaign – Nike doesn’t mind temporary unpopularity for the huge gains in media exposure and the positioning it has been able to achieve.
But then Nike isn’t a stranger to strong statements, popular or not. Neither are other large American brands, such as Wal-Mart, AirBnB, Heineken, Ben & Jerry’s, Patagonia and Mars. However, it’s always risky taking a political stance, particularly against a politician or a party in power. You never really know how the pendulum swings, and the uncertainty takes a certain amount of courage and commitment from the brands who do so.
It’s a good time to examine how many Indian brands have taken similar stands.
Here is the list:
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