Marc Kovar
Executive Vice President
Nike: Just Don’t Do It!
Nike is creating controversy with its new “Dream Crazy” commer-
cial highlighting Colin Kaepernick, part of its marketing campaign
celebrating the 30th anniversary of the “Just Do It” slogan. Nike
didn’t ask my advice on highlighting an anti-law enforcement ath-
lete in the new campaign, but if anyone asked, my advice would be,
“Just Don’t Do It!”
Kaepernick is infamous for taking a knee during the national an-
them before NFL games. Kaepernick supporters continue to argue
that freedom of speech should always be protected–regardless of
how distasteful the speech may be. I get it. But he crossed the line
when he chose to wear socks with pictures of pigs dressed as law
enforcement officers. Kaepernick’s fashion statement disrespected
all law enforcement and our families.
Why did Nike choose Kaepernick? Multi-billion dollar companies
do not just start multi-million dollar ad campaigns without focus
groups and other testing. Nike CEO Mark Parker would not have au-
thorized this Kaepernick campaign if it were a risk to sales and cor-
porate earnings. Business is business. And I read that Edison Trends,
a California-based research firm, reported that Nike’s online sales
rose more than 30 percent since the beginning of the campaign.
The sad reality is that this is the capitalist world at its best. And if a
marketing campaign increases sales, then corporate executives will
call it successful. Nike could have chosen any number of sports stars
or celebrities to be part of its new campaign. But how many other
sports stars or celebrities would have created this much attention?
So let’s call it free advertising for Nike. The most recent estimates put
the value of the media exposure from the campaign at more than
$163 million, according to Apex Marketing Group.
Kaepernick’s anti-police message may be protected as free speech,
but the debate shouldn’t end there. I can’t say for sure if this message
is dividing communities. I can tell you, however, that Kaepernick’s
actions make it harder for the 99.9 percent of good, hard-working
law enforcement officers in America to do their job and, most im-
portantly, make it home to their families safely.
The National Law Enforcement Officers Memorial Fund issued
a report which details that 73 law enforcement officers have been
killed in the line of duty through June 30, 2018 – a 12-percent in-
crease over the same period of 2017.
Nike’s chief operating officer is a professional. NFL players are
professionals. And law enforcement officers are professionals. I
need to point out what law enforcement officers face that other pro-
fessionals do not: On any given shift we may not make it home from
work. We literally report to a job that requires a gun as part of our
uniform.
I’ve thought about and have been asked if law enforcement
should collectively boycott Nike. My response is to each their own. I
leave it to your personal freedom of speech. I have already gotten rid
of my Nike gear, and I will not be wearing any swoosh symbols, ever!
My advice to Nike: Just Don’t Do It! Don’t disrespect law enforce-
ment. Don’t hurt our families. And don’t take for granted the free-
doms that we protect. d
www.njcopsmagazine.com
■ SEPTEMBER 2018 7