How Nike’s $6 Billion Colin Kaepernick Campaign Put the Focus Back on Big Creative Ideas

'Calculated risk' paid off for brand familiar with controversy

Nike captured lightning in a bottle by taking a clear position on a divisive sociopolitical topic, accepting the work would alienate some consumers. Nike

By Patrick Coffee

September 30, 2018

The “traditional” agency is dead; data is king; consolidation is the word of the day. You’d be forgiven for thinking ads themselves—and the people who make them—are growing less relevant by the minute.

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This story first appeared in the October 1, 2018, issue of Adweek magazine. Click here to subscribe.

Patrick Coffee

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.