But does it work?

Nike hits again with Caster Semenya (Kaepernick boosts online sales by 31%)

Colin Kaepernick for Nike's new ad campaign. Picture: Nike

The kind of middle-American redneck who sets fire to his Nike without taking them off first and ending up in hospital is not really the audience Nike is pitching at. They’re pitching at an urban, black, cosmopolitan, young audience – all of whom are saying they love this.

Andy Rice

Every week The Money Show’s Bruce Whitfield asks branding and advertising expert Andy Rice to share with him the week’s advertising “heroes” and “zeroes”.

This week, Rice critiqued Nike’s controversial (in the United States at least) Colin Kaepernick campaign.

Nike took a risk.

Now it’s laughing all the way to bank.

Despite the backlash (or because of it?) in the wake of Nike’s endorsement deal with Kaepernick, Nike’s online sales have skyrocketed by 31%.

Now Nike has a new, very moving advert featuring Caster Semenya.

Listen to the interview in the audio below.

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