Colin Kaepernick may be out of football but he’ll appear tonight (Sept. 6) on NBC’s “Thursday Night Football” in his new Nike ad, which appears to score a touchdown of its own among Nike’s key customer demographics.
Despite criticism from Donald Trump and right-wing talking heads on Fox News, Nike released a two-minute video last night featuring Kaepernick and other athletes such as tennis star Serena Williams and NBA icon LeBron James.
The ad’s upbeat message is to “dream big,” featuring stories about the athletes and everyday people who battled through illness or disability.
Nike is not only thumbing its nose at Trump and his base, which have tried to organize a boycott, but it’s scoring points with its customers.
African American, Hispanics and Asians are more strongly represented in Nike’s consumer base than they are in the U.S. population, according to gossip site TMZ, which claims to have the numbers.
Among Nike buyers, 18 percent are African American even though they make up 13 percent of the population. Hispanics represent 19 percent of Nike buyers, but only 16 percent of the general population. Asians account for 3 percent of the population, but 5 percent of Nike customers.
The only demographic under-represented are white people. The make up 75 percent of the population, but only 67 percent of Nike customers. The company thinks most of those support Kaepernick and understand his protest is against police brutality, not the flag or national anthem.
The company also points out that 18- to 34-year-olds represent 30 percent of the U.S. population, but make up 43 percent of Nike buyers. People 65 and older account for only 6% of Nike customers.
“Believe in something, even if it means sacrificing everything,” Kaepernick says in the ad. The version that will run tonight will be shorter by 30 seconds.
Of note, Nike provides every team with uniforms and as well as those who appear on the field or sidelines working the games, according to The New York Times.
Check out the two-minute version below.