Despite some who said they would never support the company again, Nike’s gamble to partner with former San Francisco 49ers quarterback Colin Kaepernick paid off Sunday, Sept 15th. The controversial commercial won an Emmy for outstanding commercial at the 71st 2019 Creative Arts Emmy Awards at the Microsoft Theater in Los Angeles. The award show recognized onscreen creative and technical achievements over the past 2018-2019 season.
The two-minute ad, titled “Dream Crazy,” – which was released in September 2018 as part of the company’s 30th anniversary “Just Do It” campaign – features Kaepernick alongside other sports legends including Serena Williams and LeBron James, who have reached beyond their personal achievements to support and advance political and social causes. ,
Despite some intense response to the ad — like people burning their Nike shoes — the company’s stock hit an all-time high. Nike also gained tens of thousands of Instagram followers after announcing the campaign.
Since the commercial aired on televisions around the world, Nike has released several other socially and politically charged ads featuring an array of athletes from different backgrounds. Most recently, Nike partnered with the Toronto Raptors in their release of a team-branded hijab for Muslim women athletes.