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Nike – Dream Crazy

Police brutality and social injustice in the United States are issues publicly called out by celebrities including NFL players. Several have protested by refusing to stand during the National Anthem anthem before games. Nike made Colin Kaepernick, one of those players, a face of their Dream Crazy campaign, to highlight how athletes can achieve seemingly impossible things through hard work and dedication.

After initial backlash, with people even burning their Nike shoes, the campaign was extremely successful with record-breaking reach and engagement. Nike stocks rose by 5% in the period following the ad’s release.