Nike's campaign “Dream Crazy” featuring former San Francisco 49ers quarterback Colin Kaepernick won the “outstanding commercial” award at the Creative Arts Emmy Awards. It's the first time a Nike commercial has won the award since 2002. The commercial, which was released last September, sparked heavy controversy.

“They wanted to be relevant and hit this controversy head on. They did that by putting Kaepernick at the center of the campaign.” These days, an advertisement won't make headlines simply for showing a diverse group of people at a vague protest-y setting or making loose claims about supporting diversity.

The campaign starred former San Francisco 49ers quarterback Colin Kaepernick, and quickly sparked both praise and calls for a boycott. Sales rose, however, with the company reporting a 10 percent jump in income to $847 million, driven primarily by strong revenue growth.

Nike released the advert, titled Dream Crazy, in September last year. It featured the former NFL quarterback and the slogan: “Believe in something. Even if it means sacrificing everything.

- Colin Kaepernick (@Kaepernick7) July 30, 2020. The overt message of the ad is simple: The tenacity of athletes and their spirit of pushing through adversity will win out in the end, and a global pandemic won't stop sports.

Even if it means sacrificing everything.” Announcing the campaign, Gino Fisanotti, Nike's vice-president of brand, said: “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.

Whether you view it as an inspirational rallying cry or a bullying command, the slogan 'Just Do It' is hard to avoid in modern life. Accompanied by the familiar Nike swoosh, it appears on bags, T-shirts and billboards all over the world.

“It was a simple thing,” said the tagline's author, Dan Wieden, in a 2009 Adweek video interview that described the campaign's conception. Surprisingly, he attributed the slogan's origin to murderer Gary Gilmore, who famously exclaimed, “Let's do it!” before facing the firing squad.

Nike Behavioral Segmentation The Nike target audience tends to be from the higher-income socio-economic group, reflected in the premium brand image and pricing of Nike products. The average Nike customer is a sports enthusiast, interested in leading an active and healthy lifestyle.

For Nike, making Kaepernick, who ignited a national debate over racial injustice by kneeling during the national anthem, the centerpiece of its campaign is consistent with its history of advancing social causes, such as promoting women in sports or developing a hijab for athletic competition.

The Nike ad campaign is brilliant because it used graphics to make the two sneakers look like the lungs. This advertisement says when you work out and run in the Nike Air Max sneakers, you will be healthier. So, these sneakers will keep you alive, like how your lungs keep you alive.

This minimal logo is seen across all of Nike's branding - from it's fashion and footwear to its gear and applications. The Nike logo embodies the Nike brand. It's about inner strength, resilience and passion. It's about determination and fighting for what you want and not letting anything get in your way.