Recommended reading: Ritson’s Nike response and living fearlessly

This is not a question of brand purpose. This is a question of targeting
Mark Ritson
Nike’s decision to feature American football star Colin Kaepernick in its 30th anniversary ‘Just Do It’ campaign has been met with fierce criticism, with opponents threatening to boycott the brand and even burning its products. Marketing Week columnist Mark Ritson has taken to Linkedin to argue why Nike’s ad is not an example of brand purpose but of classic brand positioning instead. He