*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).
Nvidia on Wednesday became the first public company to reach a market capitalization of $5 trillion. The ravenous appetite for the Silicon Valley company’s chips is the main reason that the company’s stock price has increased so rapidly since early 2023.
Chris Williamson, Chief Business Economist at S&P Global, breaks down September’s CPI print and inflation trends, explaining what it means for markets.
A big-screen adaptation of the anime “Chainsaw Man” has topped the North American box office, beating a Springsteen biopic and “Black Phone 2.” The movie earned $17.25 million in the U.S. and Canada this weekend. “Black Phone 2” fell to second place with $13 million. Two new releases, the rom-com “Regretting You” and “Springsteen — Deliver Me From Nowhere,” earned $12.85 million and $9.1 million, respectively. “Chainsaw Man – The Movie: Reze Arc” is based on the manga series about a demon hunter. It's another win for Sony-owned Crunchyroll, which also released a “Demon Slayer” film last month that debuted to a record $70 million.
The Federal Aviation Administration says flights departing for Los Angeles International Airport were halted briefly due to a staffing shortage at a Southern California air traffic facility. The FAA issued a temporary ground stop at one of the world’s busiest airports on Sunday morning soon after U.S. Transportation Secretary Sean Duffy predicted that travelers would see more flights delayed as the nation’s air traffic controllers work without pay during the federal government shutdown. The hold on planes taking off for LAX lasted an hour and 45 minutes and didn't appear to cause continued problems. The FAA said staffing shortages also delayed planes headed to Washington, Chicago and Newark, New Jersey on Sunday.
Boeing workers at three Midwest plants where military aircraft and weapons are developed have voted to reject the company’s latest contract offer and to continue a strike that started almost three months ago. The strike by about 3,200 machinists at the plants in the Missouri cities of St. Louis and St. Charles, and in Mascoutah, Illinois, is smaller in scale than a walkout last year by 33,000 Boeing workers who assemble commercial jetliners. The president of the International Association of Machinists says Sunday's outcome shows Boeing hasn't adequately addressed wages and retirement benefits. Boeing says Sunday's vote was close with 51% of union members opposing the revised offer.
The stunning indictment that led to the arrest of more than 30 people — including Miami Heat guard Terry Rozier and other NBA figures — has drawn new scrutiny of the booming business of sports betting in the U.S. The multibillion-dollar industry has made it easy for sports fans — and even some players — to wager on everything from the outcome of games to that of a single play with just a few taps of a cellphone. But regulating the rapidly-growing industry has proven to be a challenge. Professional sports leagues’ own role in promoting gambling has also raised eyebrows.
