Despite backlash, Kaepernick campaign could boost Nike

“Believe in something even if it means sacrificing everything.’’

That tagline, part of a new ad featuring former NFL quarterback Colin Kaepernick, could also sum up the philosophy behind Nike’s decision to feature the football player in its 30th anniversary “Just Do It’’ campaign.

The move has sparked calls for a boycott and images on social media of angry customers setting their Nike gear on fire in protest. But at a time when the teens who make up Generation Z are focusing their spending power on companies willing to take risks, Nike may have far more to gain than to lose by entering the fray, some retail watchers believe.

“I think this is a brilliant move,” says Rick Milenthal, CEO of the marketing firm The Shipyard. “We all know that the Nike campaign ‘Just Do It’ is one of the most consistent and amazing long“As term campaigns, but the truth is, it has become stale for this new generation . ... People today have an interest in authenticity, and I think, long term, it will pay off – and I think it already has. We’re all talking about it.”

Nike’s ad echoes recent actions by other companies on controversies.

On Tuesday, Levi Strauss & Co. announced that it was setting up a fund to contribute more than $1 million in grants over the next four years to groups and activists working to prevent gun violence. It also will help create a coalition of business leaders to try to stem the nation’s shooting epidemic.

business leaders with power in the public and political arenas, we simply cannot stand by silently when it comes to the issues that threaten the very fabric of the communities where we live and work,” Chip Bergh, Levi’s president and CEO, wrote in an op-ed for Fortune. “While taking a stand can be unpopular with some, doing nothing is no longer an option.”

Kaepernick is one of several athletes, including tennis star Serena Williams, professional skateboarder Lacey Baker and wide receiver Odell Beckham Jr., who are featured in the sneaker giant’s 30th anniversary campaign for its iconic slogan “Just Do It.”

Kaepernick, whose ad premiered on Labor Day, became a lightning rod in the debate about social justice, patriotism and the appropriate way to fight for both when he began kneeling during the national anthem in 2016. Many others followed suit, and Kaepernick became a symbol in the Black Lives Matter movement protesting police brutality.

“I think ... it will pay off – and I think it already has. We’re all talking about it.”

Rick Milenthal CEO of the marketing firm The Shipyard