A giant billboard of the Nike ad by Colin Kaepernick has been erected over the hometown of his former team, the San Francisco 49ers, as it is revealed that his campaign generated $ 43 million in media coverage for Nike in just 24 hours.
The billboard, mounted on top of the Nike store in downtown San Francisco, shows the black and white image of the field marshal's face, and the words: "Believe in something." Even if that means sacrificing everything. "
The slogan refers to Kaepernick's decision to kneel during the national anthem as a protest against racism, and is part of a campaign to commemorate the 30th anniversary of the famous slogan "Just Do It & # 39; of Nike.
The agreement prompted a barrage of debates on social networks, with some opposing protests in the Kaepernick camp urging boycott of Nike merchandise – including burning and cutting the swoosh logos of its equipment – and discarding the actions of Nike. the company.
However, while Nike shares ended three percent at the end of Tuesday, Kaepernick's campaign generated a media exposure of $ 43 million in the first 24 hours after its presentation on Twitter.
The vast majority of the exposure was positive or neutral, with only one third of negative coverage, according to Bloomberg.
Outside $ 43 million in exposure to the media, $ 10.91 were negative, $ 13.76 million were neutral and $ 19.01 were positive.
Kaepernick will be one of the faces of a campaign to commemorate the 30th anniversary of the famous slogan & # 39; Just Do It & # 39; of Nike.
Reveal: Kaepernick unveiled Nike's new campaign on Twitter, and in its first 24 hours generated $ 43 million in media coverage for Nike
According to an inside source who spoke with The Associated Press on condition of anonymity, Nike will present Kaepernick on several platforms, including billboards, television commercials and online ads.
Nike will also create a clothing line for Kaepernick, which will include an exclusive shoe, and will contribute to its Know Your Rights charity, the person said. The agreement places Kaepernick in the top group of NFL players with Nike.
One of those who took offense at Kaepernick's new campaign was President Donald Trump, a frequent critic of NFL players protesting.
Trump said on Tuesday that he believes it is a "terrible message" & # 39; so that Nike uses Kaepernick in the ads, but that is his decision and finally this is what this country is about & # 39;
"I think it's a terrible message they're sending and the purpose of them is, maybe there's a reason for them to do it," Trump said, adding that it's "a message that should not be sent."
During his interview with conservative Daily Caller news website, Trump said that, ultimately, it is a business decision of Nike.
"Otherwise, this is what this country is about, that you have certain freedoms to do things that other people think you should not do, but I personally am on a different side," he said.
Colin Kaepernick and Eric Reid, who knelt in 2016, sparked knee-high protests across the league to protest police brutality against minorities.
Trump has energetically urged the league to suspend or dismiss the players who demonstrate during the anthem, repeatedly diving into what has become one of the most controversial debates in sports.
Last week, Kaepernick won a legal victory in his claim against the NFL and its 32 teams when a referee allowed his case to continue at trial.
The field marshal claims that the owners conspired to keep him out of the league due to his protests. Your case depends on whether the owners worked together instead of individually deciding not to sign Kaepernick.
The league itself weighed on Tuesday afternoon with an executive who said Kaepernick's social problems are valid.
"We embraced the role and responsibility of everyone involved in this game to promote meaningful and positive change in our communities," said Jocelyn Moore, executive vice president of communications and public affairs for the NFL. "The social justice problems that Colin and other professional athletes have raised deserve our attention and action."
Moore's statement was combined with a detailed breakdown of the things that players and league executives have done together to meet and address social issues, including community meetings, lobbying and financial support for local programs.
Other athletes featured in the 30th anniversary of the campaign & # 39; Just Do It & # 39; from Nike
Serena Williams is one of the many athletes presented at Nike's 30th anniversary of the "Just Do It" campaign
Serena Williams, who shared a photo of herself when she was young, is especially proud to be part of the Nike family with the hashtag Just Do It after the photo of Kaepernick's ad was revealed.
Williams has a multi-million dollar contract with Nike and currently competes in the US Open, where he has just beaten his sister Venus Williams.
On Friday night, Kaepernick and his former 49ers teammate Eric Reid, a Pro Bowl safety that joined the protests and is now out of the league, received big cheers when they were introduced and shown on the screen. great during the match between Serena and Venus.
Giants wide receiver Odell Beckham Jr. also appears in the campaign and last week shared a picture of himself catching a soccer ball with the ad title saying "Do not wait until you've won a ring to play." A) Yes".
Giants wide receiver Odell Beckham Jr. also appears in the anniversary campaign
In addition, the skater Lacey Baker, who shared a snap of herself taking air on her board on Monday, with the caption "It's just a crazy dream until you do," also appears in the campaign.
And the first one-handed NFL player, Seattle Seahawks linebacker Shaquem Griffin, who is an amputee, also appears in the campaign.