Final answer:
Featuring Colin Kaepernick in Nike's Just Do It campaign poses the risk of consumer backlash for those opposing his views on racial injustice but also could align Nike with modern social movements advocating for inclusion and diversity.
Step-by-step explanation:
The risks of featuring Colin Kaepernick in the Just Do It campaign for Nike involve potential backlash from consumers who might view Kaepernick's form of protest as unpatriotic. Given Colin Kaepernick's association with protests against racial injustice and police brutality, which began when he knelt during the national anthem at NFL games, this endorsement could polarize Nike's customer base. There are two primary groups to consider: those who support Kaepernick's stance and view Nike's campaign as a bold and ethical statement on racial and social issues, and those who may see the association with Kaepernick as unpatriotic or as a negative stance against law enforcement, potentially leading to boycotts and negative word-of-mouth.
In addition, featuring Kaepernick might place the company at the mercy of the rich and powerful, who may oppose the political and social messages he represents. Despite potential divisions, Nike's decision could also be seen as a move to align with current concerns over systemic oppression, aligning the brand with values of inclusion and diversity. The campaign could simultaneously risk alienating some customers while cementing loyalty among others who share similar social and ethical values. Kaepernick's image as a civil rights activist could either tarnish or enhance Nike's brand image depending on public perception and ongoing social dialogue.