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The Conversation
The Conversation
Saeid Kermani, Assistant Professor of Marketing, Trent University

Online outrage can benefit brands that take stances on social issues

Colin Kaepernick NIke San Francisco 49ers Police San Francisco Social Sciences and Humanities Research Council
A large billboard featuring Colin Kaepernick stands on top of a Nike store at Union Square in San Francisco. (AP Photo/Eric Risberg)

Nike’s advertisement featuring Colin Kaepernick sparked a social media firestorm in 2018. Kaepernick, a former San Francisco 49ers quarterback, first made headlines in 2016 when he protested against police brutality by kneeling during the American national anthem.

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