Although Nike may have initially caused controversy by using social activism in their branding and advertising, the risk paid off. The company’s “Dream Crazy” commercial starring Colin Kaepernick was just nominated for a 2019 Emmy.
In the commercial, Kaepernick narrates about why people should be unafraid to dream big in their personal lives and willing to fight political and social issues along the way.
“Believe in something, even if it means sacrificing everything,” the former 49ers quarterback says in the ad.
After the Emmys announcement, Tomi Lahren was quick to bash the commercial as well as Kaepernick in posts on Instagram and Twitter.
"The Crybaby Kaepernick Nike commercial is nominated for an Emmy. For what? Best comedy? What a joke!" she captioned her post. "The fact the Left, the entertainment industry and the mainstream media have lifted that loser to such a high pedestal should make it even more evident what’s at stake in 2020!"
Lahren also posted a photo of herself wearing a provocative T-shirt that reads, “I Don’t Kneel,” in reference to the kneeling protest started by Kaepernick when he was a player in the NFL.
Many people find Lahren’s apparent obsession with Kaepernick tiresome, and some couldn’t help but wonder if the FOX pundit is jealous.
While Lahren may believe Nike’s partnership with Kaepernick is bad for business, the sports apparel brand has actually seen an increase in revenue, market value and media exposure since the former quarterback became the public face of the company.
Edison Trends reports the company’s online sales grew 31 percent during the week the campaign was launched.
“There was speculation that the Nike/Kaepernick campaign would lead to a drop in sales but the data does not support that theory,” Edison Trends said in the report.
(Photo: Greg Doherty/Getty Images)