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Library/Campaign/Nike Dream Crazy
Grade B32 sourcesHIS-00314

Nike Dream Crazy

Campaign · 2018 · Notable

45Editable slideCertificate

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

Colin Kaepernick

@Kaepernick7 · Sep 3, 2018

Believe in something, even if it means sacrificing everything. #JustDoIt

665.3K32.2K
Original · Nike / Wieden+Kennedy; posted by Colin Kaepernick
Clip · Jimmy Kimmel Live on YouTube

Donald J. Trump

@realDonaldTrump · Sep 5, 2018

Just like the NFL, whose ratings have gone WAY DOWN, Nike is getting absolutely killed with anger and boycotts. I wonder if they had any idea that it would be this way? As far as the NFL is concerned, I just find it hard to watch, and always will, until they stand for the FLAG!

69.7K32.5K
Post · @realDonaldTrump on X
Believe in something, even if it means sacrificing everything. #JustDoIt
@Kaepernick7 on X
Dallas Cowboys v San Francisco 49ers
TIME
Nike's Colin Kaepernick Just Do It Ad: Backlash Data
Brandwatch
Nike's Kaepernick-fueled campaign turned into unprecedented social media gains
Thinknum / The Business of Business
Here's the full-length Nike ad featuring Colin Kaepernick
ABC News / Good Morning America
Some People are Really Mad at Nike
Jimmy Kimmel Live on YouTube
Colin Kaepernick's Nike ad wins an Emmy for outstanding commercial
Broadcasting+Cable / Next TV
ACLU SoCal Hosts Annual Bill Of Rights Dinner - Red Carpet
TIME
Examining the earned media impact of Nike’s new campaign
Kantar
News & Press - Effie Names Nike & Wieden+Kennedy’s “Dream Crazy” Most Effective Campaign in the World | Effie Worldwide
Effie Worldwide
All eyes on Nike and Kaepernick
YouGov
Digging Deeper into Nike's 'Crazy' Advertising — TVREV
TVREV

Spread Score

How it works
Reach50Contagion10Breadth80Velocity65Longevity1245

Numbers

#BoycottNike impressions, Brandwatch estimate (over)
710M
As of Sep 6, 2018 · X · Self-reported · Brandwatch
Seed to peak
1 day
Sep 3 ’18 to Sep 4 ’18
Platforms
8
Started on X
Origin
Mixed
Fashion & accessories

Mechanics

  • Remixable template
  • Response chain
  • ControversyPrimary
  • Platform jump
  • Press loop

How it spread

Trace the origin

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.

Google searchesJul ’18SepOctDecApr ’19JulNovJun ’20DecJul ’21DecPeakXPressOpen webRetailRedditYouTubeTVInstagram
XPressOpen webRetailRedditYouTubeTVInstagram

14 more events on this chart

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Timeline (17)

  1. September 2018

    Colin Kaepernick (@Kaepernick7) seed · Sep 3 ’18

    Kaepernick posted Nike’s portrait ad at 19:20:45 UTC.[1][2]

    Believe in something, even if it means sacrificing everything. #JustDoIt
    Open the first post ↗

  2. TIME press · Sep 3 ’18

    TIME reported that Kaepernick had become the face of Nike’s Just Do It campaign.[2]

    Dallas Cowboys v San Francisco 49ers

  3. Social media users peak · Sep 4 ’18

    Brandwatch placed the social reaction’s peak on September 4, with nearly two million Nike mentions that day.[3][4]

    Nike's Colin Kaepernick Just Do It Ad: Backlash Data
Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 20 sources · Score 43
Origin
Mixed
Sector
Fashion & accessories
Region
US
#BoycottNike impressions, Brandwatch estimate (over)
710M
As of Sep 6, 2018 · X · Self-reported · Brandwatch
Evidence
Grade B

Spread the same way

The McWhopper Proposal

X · 2015

57
.@McDonalds let’s #SettleTheBeef to raise awareness for @PeaceOneDay. #McWhopperProposal http://t.co/GEXRHve53D http://t.co/o3APQ2QzKC

9.3B impressions

Cats Trailer

X · 2019

48
CATS - Official Trailer [HD]

100M impressions

$8,000 Blue Couch

TikTok · 2023

48
got my dream couch for free🥹 #nyc #nycapartment

111.4M impressions

Cats vs. Cucumbers

YouTube · 2013

40
きゅうりにびっくりする猫その2

New cases, every week

How the next thing spread, the week it does.

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Google searchesJul ’18SepOctDecApr ’19JulNovJun ’20DecJul ’21DecPeakXPressOpen webRetailRedditYouTubeTVInstagram
XPressOpen webRetailRedditYouTubeTVInstagram

14 more events on this chart

Join free to see them

  1. September 2018

    Colin Kaepernick (@Kaepernick7) seed · Sep 3 ’18

    Kaepernick posted Nike’s portrait ad at 19:20:45 UTC.[1][2]

    Believe in something, even if it means sacrificing everything. #JustDoIt
    Open the first post ↗

  2. TIME press · Sep 3 ’18

    TIME reported that Kaepernick had become the face of Nike’s Just Do It campaign.[2]

    Dallas Cowboys v San Francisco 49ers

  3. Social media users peak · Sep 4 ’18

    Brandwatch placed the social reaction’s peak on September 4, with nearly two million Nike mentions that day.[3][4]

    Nike's Colin Kaepernick Just Do It Ad: Backlash Data

  1. backlash · Sep 4 ’18

  2. owner response · Sep 4 ’18

Join free to see the other 14 events and the full chart. Free, on every case.

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Why it worked

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