Nike springs a trademark ambush as it celebrates ‘Just Do It’ with controversial quarterback Kaepernick

Nike is the master of ambush advertising – ask Olympic sponsor Adidas – and it’s launched maybe its most headline-grabbing effort so far with its choice of former San Francisco 49ers quarterback Colin Kaepernick as one of the athletes celebrating the 30th anniversary of its famous ‘Just Do It’ slogan. The campaign is timed for the start of the NFL season.

Kaepernick led a civil rights protest in 2016 by kneeling during the national anthem at a game. He’s been without a team since although he’s stayed on Nike’s books. Donald Trump was among those who said he should be banished and worse.

Kaepernick is currently suing the NFL.

Nike’s Gino Fisanotti told sports network ESPN: “We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward. We wanted to energize its meaning and introduce ‘Just Do It’ to a new generation of athletes.”

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