# Nike Dream Crazy

> Tubular estimated 30.2 million YouTube views of Nike’s Kaepernick campaign film.

- Owner: Nike; Wieden+Kennedy (agency)
- Kind: Campaign
- Sector: Fashion & accessories
- Seed date: 2018-09-03
- Peak date: 2018-09-04
- Spread Score: 45 (Notable), v1.2
- Mechanics: Remixable template, Response chain, Controversy, Platform jump, Press loop

## Summary

Kaepernick posted Nike’s portrait ad on September 3. Boycott videos and parodies spread as Nike shares fell 3.2%. Nike released the film two days later and bought TV placements; the film later won an Emmy.

## Timeline

- 2018-09-03 — Colin Kaepernick (@Kaepernick7) (X) — Kaepernick posted Nike’s portrait ad at 19:20:45 UTC.
- 2018-09-03 — TIME (Press) — TIME reported that Kaepernick had become the face of Nike’s Just Do It campaign.
- 2018-09-04 — Social media users (Open web) — Brandwatch placed the social reaction’s peak on September 4, with nearly two million Nike mentions that day.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/nike-dream-crazy

Cite as: How It Spread (2026). “Nike Dream Crazy.” Case HIS-00314. Spread Score v1.2: 45/100. Updated 2026-10-13. https://howitspread.com/id/HIS-00314