Chadwick S & Zipp S (2018) Nike, Colin Kaepernick and the pitfalls of ‘woke’ corporate branding. The Conversation. 14.09.2018.
First paragraph: Nike reignited a culture war recently by revealing Colin Kaepernick as their spokesperson for the 30th anniversary “Just Do It” campaign. The sportswear brand’s announcement came via a new advert in which young African Americans, Muslim women, physically impaired athletes and white skateboarders all encourage the viewer to follow their dreams, no matter how crazy.