This image taken from the Twitter account of the former National Football League player Colin Kaepernick shows a Nike advertisement featuring him that was posted Monday, Sept. 3, 2018. Kaepernick already had a deal with Nike that was set to expire, but it was renegotiated into a multi-year deal to make him one of the faces of Nike's 30th anniversary "Just Do It" campaign, according to a person familiar with the contract. (Twitter via AP)

Good for business? Nike gets political with Kaepernick ad

September 04, 2018 - 1:40 pm

NEW YORK (AP) — Why do it?

Nike has touched off a furor by wading into football's national anthem debate with an ad featuring Colin Kaepernick, the former 49ers quarterback who was the first athlete to kneel during "The Star-Spangled Banner" to protest police brutality against blacks.

Marketing experts disagree over whether the ad is smart business.

But some note approvingly that it has made a big splash. And they say it could solidify Nike's bond with athletes, especially black ones.

That's an important consideration for a company that relies heavily on sports stars to endorse its products.