Nike is one of the most recognized and reputable brands in the world
So it's no wonder the world reacted when the brand released a controversial ad
featuring NFL free agent Colin Kaepernick
So don't ask if your dreams are crazy, ask if they're crazy enough
But it's not the first time Nike waded into controversial territory with its ads
Here's how Nike learned from its past to turn an emotional national conversation into dollars
Kaepernick is known for sparking a movement within the NFL
After he took a knee during the national anthem at a 2016 game to protest suppression and police brutality in America
I'll continue to sit, I'm going to continue to stand with the people that are being oppressed
And of course president Trump weighed in
To say get that son of a ***** off the field right now, out, he's fired
Hes fired
At one point in 2017 more than 200 NFL players knelt, sat, or raised their fists during the anthem
Kaepernick opted out of his contract with the San Francisco 49ers in 2017
But since becoming a free agent Kaepernick has not been signed by another team
He claims that the NFL owners colluded against him to ruin his career
He's been since working as an activist, reportedly donating over 1 million dollars to charity
The internet went into an uproar when Kaepernick posted a Nike ad on Twitter with the words
believe in something even if it means sacrificing everything
People who were strongly against Kaepernick announced their intentions to boycott the brand on social media
by the next day shares of Nike stock dropped roughly 3.2%
President Trump tweeted his dismay for the marketing campaign stating
Nike is getting absolutely killed with anger and boycotts
and later, What was Nike thinking
While it seemed like Nike's campaign could have destroyed its brand, it ended up working in its favor
At least in the short run
In the days after the ad launched, the company's online sales jumped more than 25% before coming back down to earth
That's because advocates of Kaepernick and Nike's message banded together to buy more Nike gear
Supporters like Nick Cannon use their money and platform to purchase Nike gear and give it to the homeless
This isn't the first time Nike made a social statement in an ad
The brand has historically taken a stand on issues and it's almost always resulted in a rise in sales
In July 1988, it released its first Just Do It campaign when it addressed ageism featuring octogenarian Walter Scott
The campaign completely transformed Nikes revenue
Increasing from $877 million in fiscal year 1987 to 1.2 billion in 1988
Profits almost tripled from the year before and then were up another 139% by 1990
In 1993 the company aired a commercial starring Charles Barkley
I am not a role model, I am not paid to be a role model
This sparked controversy about whether celebrities should be held at a higher standard
And contrast it with the squeaky clean image of Nike's biggest star Michael Jordan
That fiscal year revenue increased by 15.4%
In August 1995, Nike released its If You Let Me Play ad
which supported women in sports and brought up the issue of gender equality
If you let me play sports, I will be more likely to leave a man who beats me, if you let me
Earlier that year in February, Nike featured openly gay HIV positive runner Rick Munoz in it's Just Do It campaign
International sales rose 36% in fiscal year 1996
Of course commercials aren't the only thing to drive sales
But they help submit the Nike brand at the center of sports and society
In December 2007, Nike touched on disabilities
I'd love to really but I can't, I just can't
Featuring Paralympic medalist Matt Scott of the U.S. Men's Wheelchair Basketball Association
Revenue grew 14% in fiscal 2008 year to $18.6 billion
Revenue dipped slightly in 2010 but 2012 brought another surge when Nike again touched on gender equality with its Voices campaign
People aren't used to women being so passionate, it scares them
Revenue rose by 3.2 billion in 2012, over the previous year
Since then, revenue has been on a consistent upward climb
While the company continues to raise social awareness with ads like What Will They Say About You
Find Your Greatness and Equality
It's also important to note that Nike was under heat for various controversial ads that had little to do with social justice
In April 2010, the brand released the commercial featuring Tiger Woods with the voiceover of his late father
This was amid reports of his extramarital affairs
The company also continued to stand by Kobe Bryant in this 2006 campaign, through his sexual assault case and settlement
The criminal charges were ultimately dropped
This is not to say Nike doesn't cut ties with anyone
The sports brand dropped its endorsement deal with boxer Manny Pacquiao after making homophobic comments
Baltimore Ravens' Ray Rice, Adrian Peterson, and Lance Armstrong also famously lost their deals
So what was Nike thinking?
While most big brands try to avoid controversy and huge risk, Nike embraces it
Despite the negative feedback these ads may receive, Nike might not be sacrificing much