*By Carlo Versano*
After picking former quarterback Colin Kaepernick as a face of its latest 30th-anniversary "Just Do It" campaign, Nike finds itself in a "no lose" situation, said Allen Adamson, a co-founder of brand consulting firm Metaforce.
That might come as a surprise to Nike investors, who saw shares slip on Tuesday by [nearly 4 percent](https://money.cnn.com/2018/09/04/news/companies/nike-stock-down-colin-kaepernick/index.html) at their lowest.
A #NikeBoycott social media campaign prompted some customers to burn and destroy Nike apparel in opposition to the company's decision to use Kaepernick ー who ignited protests against police brutality and social inequality when he refused in 2016 to stand during the National Anthem. A recent [NBC/WSJ poll](https://www.nbcnews.com/politics/first-read/nbc-wsj-poll-majority-say-kneeling-during-anthem-not-appropriate-n904891) found the issue is highly divisive even two years later; 54 percent of voters said that kneeling during the anthem is inappropriate.
In today's climate, word of mouth generated online is the currency that all brands want to collect.
"You can't buy it," Adamson said.
But companies can attempt to earn it with bold choices such as this one. Even if the latest publicity causes a dip in Nike's stock or a viral boycott, the risk is worth it ー especially if the brand is able to connect viscerally with a segment of its current or would-be customers, Adamson said.
"If you try not to lose any customers, you say nothing and become invisible," he said.
This is a smart, long-term play for Nike, which has always tried to be part of the national conversation, Adamson said.
"They need to stand for something beyond better sneakers."
The NFL, on the other hand, would rather talk about anything else.
In a separate interview on Cheddar Tuesday, Mashable's culture editor Marcus Gilmer said he was surprised by the announcement, since the NFL's 2018-2019 season will open on Thursday. And perhaps more strikingly, Nike has a new 10-year, $1 billion [relationship](https://money.cnn.com/2018/03/27/news/companies/nike-nfl-gear-contract/index.html) with the league.
The NFL front office has shown it wants nothing more than to move on from the controversy. Kaepernick hasn't been employed by an NFL team for over a year now, and the league attempted in May to [enact](https://nypost.com/2018/05/23/nfl-comes-to-anthem-solution-that-erases-kneelers/) a new policy around National Anthem protocol. Policy revisions were [shelved](https://nypost.com/2018/07/19/dolphins-anthem-protesters-can-get-4-game-bans-leaked-policy/) in July.
"They just want to shut up and stick to sports," Gilmer said.
For Nike, execs are betting that the Swoosh, one of the most recognizable symbols in the world, is strong enough to withstand a political scandal.
"Every marketer should be watching Nike to see what they do here," Gilmer said.
For full interview [click here](https://cheddar.com/videos/nike-is-in-a-no-lose-situation-despite-backlash-says-brand-expert).
The Rev. Al Sharpton is set to lead a protest march on Wall Street to urge corporate America to resist the Trump administration’s campaign to roll back diversity, equity and inclusion initiatives. The New York civil rights leader will join clergy, labor and community leaders Thursday in a demonstration through Manhattan’s Financial District that’s timed with the anniversary of the Civil Rights-era March on Washington in 1963. Sharpton called DEI the “civil rights fight of our generation." He and other Black leaders have called for boycotting American retailers that scaled backed policies and programs aimed at bolstering diversity and reducing discrimination in their ranks.
President Donald Trump's administration last month awarded a $1.2 billion contract to build and operate what's expected to become the nation’s largest immigration detention complex to a tiny Virginia firm with no experience running correction facilities.
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Southwest Airlines will soon require plus-size travelers to pay for an extra seat in advance if they can't fit within the armrests of one seat. This change is part of several updates the airline is making. The new rule starts on Jan. 27, the same day Southwest begins assigning seats. Currently, plus-size passengers can pay for an extra seat in advance and later get a refund, or request a free extra seat at the airport. Under the new policy, refunds are still possible but not guaranteed. Southwest said in a statement it is updating policies to prepare for assigned seating next year.
Cracker Barrel is sticking with its new logo. For now. But the chain is also apologizing to fans who were angered when the change was announced last week.
Elon Musk on Monday targeted Apple and OpenAI in an antitrust lawsuit alleging that the iPhone maker and the ChatGPT maker are teaming up to thwart competition in artificial intelligence.
