Skip to main content

This link is exclusively for students and staff members within this organisation.

Unauthorised use will lead to account termination.

Previous

Climbing high

Next

Nike: impossible is nothing?

DEBATE

Are businesses behaving more ethically?

Yasmine Elmhassani and Ian Marcousé debate business attitudes to ethics in light of the Black Lives Matter movement

In 2016 Colin Kaepernick began his campaign against racial inequality and police brutality, ‘taking a knee’ during the American national anthem at the start of National Football League (NFL) games. Kaepernick faced much criticism for his actions, which cost him his NFL career.

When Nike later decided to centre a major advertising campaign around Kaepernick’s activism, many wondered what impact it would have on Nike’s share value. As it turned out, Nike’s move was a profitable one: the controversy provided the company with a marketing reach far greater than it perhaps thought possible, resulting in higher year-on-year sales.

Your organisation does not have access to this article.

Sign up today to give your students the edge they need to achieve their best grades with subject expertise

Subscribe

Previous

Climbing high

Next

Nike: impossible is nothing?