Ethical Analysis of Colin Kaepernick and Nike's 'Take a Knee' Commercial

Topic 3: Colin
Kaepernick and Nike

The present study is based on critically evaluating and analyzing whether the commercial of
Colin Kaepernick and Nike named “take a knee” was ethical or not. The study covers the
literature and concepts, justifying the involvement of Nike in this concerned matter of social
issue. It can be said that companies big or small, prioritize their profits while giving analyzing
their ethical concepts. Main motive of the company is to generate profitability at the end while
acting in the interest of the audience and doing well (Bjelica et al. 2016). At the same time, some
companies pride themselves by being more ethical as possible, and they are still encouraged
primarily by their profit as in the case of Nike. While there are undeniably ethical or pro-
environment emotions that propel such companies, yet their motive always lies in monetary
aspects. These companies conduct careful calculus and suppose if they place themselves with
some movement or act in a sympathetic manner to a political wave, then ultimately there will be
an increment in their profits. In the celebration of the completion of 30 years motto ‘Just Do it’,
Nike had instigated a new ad campaign in America with the selection of Colin Kaepernick to
present their support for racial justice. The objective of selection was that in the year, 2016
Kaepernick go down during the national anthem, for showing objection against cultural
discrimination by putting his entire career on a stake (Mindock, 2018). As a result, social media
exploded into two groups; often, those admiring Nike for its strategic decision, those who get
disappointed, aggressive and began to burn the clothes of Nike.
Colin Kaepernick, a football star of America commenced the “take a knee” national anthem
protest in opposition to the police brutality, and the same was covered as the new face of “Just
Do It” campaign meant for its 30th anniversary. Regardless of the appearance of Kaepernick in
it, the new Nike commercial is not explicitly political. However, it has no reference to the taking
of knee; rather it was emphasized on the inspiring tone that “Just Do It” campaign is renowned.

Advertisement of 'Just Do It' by Colin Kaepernick by firstly unveiled by Nike itself (Lawton,
McGuire & Rajwani, 2013). The two-minute commercial emphasizes on the superstar athletes
namely LeBron James, Serena Williams and others and strikes to the controversial aspects of
NFL players that protested to the police brutality, racial inequality and other related problems by
kneeling at the time of national anthem.
Code of Ethics states the legal and ethical rules and regulations of formulating and broadcasting
an advertisement. It controls an advertiser for the promotion of any product/service via
unreliable, wrong and misleads information (Adelstein & Clegg, 2016). This sort of data and
information might damage the basic rights of individual or corporate reputation, and can tarnish
their image and honour. Hence, the law avoids any kind of advertisement that breaches public
belief, values, morals and norms. Moreover, it also daunts formation of any kind of
advertisement that includes disrespectful assessment with any other similar products (of the
similar nature or distinct) to for the maintenance of ethical competition. In this aspect, any kind
of statement, disrespecting phrase, dishonest comparisons and related aspect are strictly
prohibited. Disruptive phrase is inclusive of any kind of disrespectful comment in regards with a
race, sex, caste, religion, nationality, profession, social background, age, language and so on.
Ethics present in advertising are systematic and set well-defined principles controlling the ways
of communication that occurs between the seller and the buyer. Further, ethics are considered as
the most significant characteristic in the advertising sector as a whole. (Percy & Elliott, 2016).
Although, there are several benefits of ads, then there are certain aspects which does not
compliment the ethical norms of advertising.