How Nike reframed brand purpose in the age of social-conscious marketing

Many will argue that Nike’s recent 30th Anniversary ‘Just Do It ’ campaign featuring former NFL star and #BlackLivesMatter campaigner, Colin Kaepernick is an example of major American conglomerate with a dodgy human-rights record exploiting a topical news issue for their own gain.
However, for others, this is the strongest marketing campaign since Patagonia told us not to buy their clothes. For a brand of Nike’s size and global impact to take a stand by not only supportin