Win Nike · 2018
Nike picks a side and stays there
What happened
Nike made Colin Kaepernick the face of the 30th-anniversary 'Just Do It' campaign. Boycott videos trended, the share price dipped, then hit a record high within weeks and online sales rose sharply.
Why it worked
The position matched a decade of the brand's own positioning and its core customer base. Crucially, Nike did not soften it when the backlash arrived.
The rule
Taking a political position is survivable when it is consistent with what you already are and you can hold it under fire. Half of one is worse than neither.
Takeaway
Decide in advance what would make you retract. If the answer is 'a bad week', do not start.