The catalyst for the campaign was the socio-political climate of the US, where racial injustice was rampant. Nike featured Colin Kaepernick as he had kneeled during the US natioanl anthem, and resigned from the 49ers ---- an act of silent protest

The key message of the campaign was to "believe in something, even if it means sacrificing everything" and to not be dissuaded by your dreams being labelled as "crazy". (by using kaeperinick, an individual that had essentially "sacrificed everything" for their political stance, they embodied this message and targeted the young demographic that stood with him. )

The social media platforms that were used were Instagram, Twitter and Facebook. Where the success of the campaign brought an extra 170,000 Instagram followers and Nike's shares hit a record high of $83.90. The use of these social media platforms were effective as the viewers could share experiences (finish later)

the audience response was varied. with a multitude of people finding the use of Kaepernick controversial, and claimed that Nike was disrespecting the US. whereas, many celebrities and athletes had shared the ad. younger consumers / nike's demographic greatly appreciated the ad (fix later)

the lessons that can be learnt from the ad campaign are to target your demographic, to take a hard stance on topics (not be poltiically neutral? even as a brand?)