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Nike multicultural champaign

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 One of the examples of the multicultural use in corporate branding is the campaigns made by Nike. The other avenue that Nike has used to highlight diversity, social justice, and inclusion is advertising, through powerful narratives. Dream Crazy campaign which featured a former NFL player Colin Kaepernick and other athletes of different races, cultures, gender is an example. The campaign emphasized on the themes of equality, perseverance, and representation in sports with the theme of people to believe in something, which causes them to sacrifice everything. Nike has managed to position itself as a brand that upholds the voice of multiculturalism and transcends the traditional stereotypes associated with sports and society through the presentation of the array of athletes and real social issues.



EXPLANATION 



The campaigns developed by Nike can be regarded as one of the best examples of multiculturalism in corporate branding. Nike has never utilized its advertising only to advertise its products, but convey strong social messages regarding diversity, inclusion, and equality.

One of them is the campaign Dream Crazy, where Colin Kaepernick was featured together with other athletes of various races and cultures and gender. This campaign was unique since it was not solely a sports advertisement but rather a reflection on the actual social matters. The campaign was even more impactful and meaningful, as Kaepernick himself is known to be protesting against racial injustice.

The theme of the campaign was the belief in something, which can result in sacrificing everything. This message made people to fight on behalf of their beliefs regardless of the outcome. Nike used storytelling and emotional attraction to bring out themes of equality, perseverance and representation in sports.

Nike was disrupting the old stereotypes that people have of sports and society by highlighting athletes of different background. The brand adopted multiple identities, experiences, and voices rather than putting a single, homogenous image of success forward. This made audiences in different communities feel represented, seen and empowered.

Consequently, Nike has set itself as being than a sportswear brand. It has turned into a representative of multiculturalism and social consciousness. Its campaigns show the ways in which companies may leverage branding in order to sell products as well as influence social discourse and foster inclusivity.

References:

https://unsplash.com/s/photos/nike-advertising


Example campaign video (Dream Crazy):

https://www.youtube.com/watch?v=Fq2CvmgoO7I

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