Nike, Kaepernick, and the Subtle Nuances of Brand Loyalty in the Era of Political Protests
How does burning old Nike sneakers impact the company, and which brand might replace them?
The Environmental Impact
Nike is rightfully concerned about the environment, and any act of burning sneakers is detrimental to it. Their market research team understands that unwanted sneakers should be responsibly recycled rather than discarded. If someone burns their Nike sneakers, it is not only disrespectful to the brand but also harmful to the planet.
The Rise of Alternative Brands
Alternatives like Adidas, Reebok, New Balance, and ASICS might see an increase in sales. These brands offer similar quality and also have environment-friendly initiatives. However, it is highly unlikely that such a drastic gesture would convert a loyal Nike consumer into a total switch. As soon as people leave the store, they tend to forget the initial act of dissension and resume their usual shopping habits.
Mirroring Controversies and Advertising Strategy
Some might argue that such images and videos delight Nike. Instead of reacting, using an advertising campaign to juxtapose burning sneakers with other controversial actions, such as burning crosses, could be an effective strategy. Nike's long-standing collaboration with Colin Kaepernick and their current advertisement campaign aim to leverage this controversy to their advantage. These gestures of rage are detrimental to the brand's reputation, and they do not need to highlight them further.
Market Research and Strategic Campaigns
Nike's vast and sophisticated market research department has meticulously analyzed and planned this campaign. Their trial-and-error approaches over the years have informed their decision to keep Kaepernick and use him as a symbol of resilience and justice. This is a calculated move, taking into account the current political climate, public opinion, and the winds of change in society.
The Cultural Evolution and Defensive Moves against Critics
The current political landscape and the actions of the White House, which have amplified the issue, have created a unique opportunity for Nike. They can exploit this cultural war to strengthen their brand image. If a small demographic of dissatisfied customers decides to boycott Nike, the market will still find a way to adapt. Popular culture tends to absorb and adopt elements from marginalized communities, thus, even if a minority boycotts Nike, the rest of the market may pick up the slack.
Alt-Right and Dogwhistles
On the other hand, certain individuals and groups might opt for alternative brands like New Balance. Known for being assembled in the USA and marketed towards a more patriotic audience, New Balance could benefit. However, it is essential to note that dogwhistles, such as Fred Perry clothing, are often used by far-right groups. This trend is more evident in specific underground scenes and subcultures.
Final Thoughts
The burning of sneakers is a complex issue with far-reaching implications. While it may alienate some consumers, Nike has carefully calculated the potential backlash and counters it with strategic advertising. The future of brand loyalty will be shaped not only by political influences but also by the evolving cultural landscape and the subtleties of consumer behavior.