{"id":4774,"date":"2018-09-18T14:56:53","date_gmt":"2018-09-18T14:56:53","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/?p=4774"},"modified":"2018-09-18T14:56:53","modified_gmt":"2018-09-18T14:56:53","slug":"crisis-management-strategy-nike-a-brand-with-purpose","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/crisis-management-strategy-nike-a-brand-with-purpose","title":{"rendered":"Crisis Management Strategy | Nike: A Brand with Purpose"},"content":{"rendered":"

Nike is known for taking a position in debates and is not shy in making its opinions known. Nike knew it would cause massive controversy by using Kaepernick in its latest campaign, but the calculated risk has paid off. When producing content, creatives always say the content has to be culturally relevant, authentic and genuine and that\u2019s exactly what Nike\u2019s content said to its audience. Estimates have shown that the campaign has been a huge success with sales increasing by 31% and Nike\u2019s own share price was at an all-time high on 13 September. Sometimes sticking to your values is risky, and brave. But it pays off. Read the in-depth analysis of how Nike not only weathered the storm with its great crisis <\/em>management strategy, but increased its value and sales, in \u2018Nike: a brand with purpose,\u2019 an analysis by The Social Element\u2019s Strategy and Innovation director, Lisa Barnett.\u00a0<\/em><\/p>\n

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A Brand with Purpose<\/b><\/h1>\n

Anyone involved in crisis management will tell you that being prepared is the most important undertaking when dealing with the onslaught of a prospective crisis. And the two crises facing Nike and British Airways show how these two corporates braced themselves for a negative backlash but appear to have the upper hand.<\/span>
\nLet\u2019s take a look at the Nike\u2019s latest ad for #<\/span>JustDoIt<\/span><\/a>, which featured Colin Kaepernick and other athletes to mark 30 year anniversary of this campaign. Kaepernick is an NFL quarterback, who knelt during the US national anthem to protest against police brutality and racial injustice. He hasn\u2019t played for the NFL for two years and has filed a lawsuit against the NFL. The other athletes <\/span>include Serena Williams, LeBron James, Odell Beckham Jr., Lacey Baker and Shaquem Griffin, all known for pushing barriers and shaping conversations on race, gender and ability.<\/span>
\n\"Nike's\u00a0\u00a0\"Brand
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Reactions on Social Media<\/strong><\/h1>\n

Nike knew it would cause massive controversy by using Kaepernick in its campaign that kicked off on Labour Day, a major US holiday. Within 24 hours, Nike\u2019s Twitter and Instagram accounts saw a massive spike in follower and fan numbers. There were 2 million tweets on 4 September when the ad first aired. \u00a0Engagement shot through the roof, although not all of the comments were supportive. Here are some positive comments on Twitter:<\/span><\/p>\n

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I need a new pair of shoes and new socks. I will be buying Nikes. Thanks for supporting Freedom of Speech.<\/p>\n

\u2014 Karen Jaco #RttTRH (@karenjaco1) September 11, 2018<\/a><\/p><\/blockquote>\n