The Effects of Social Activism on Business Strategy and Revenue as Observed in the NFL and Nike Consumer Trends
| dc.contributor.author | Courey, Alycia Kathryn | |
| dc.date.accessioned | 2019-11-07T16:08:58Z | |
| dc.date.available | 2019-11-07T16:08:58Z | |
| dc.date.issued | 2019 | |
| dc.description | 83 pages | |
| dc.description.abstract | In September 2016, former quarterback of the 49ers Colin Kaepernick decided to kneel for the National Anthem to protest the police brutality of African Americans. NFL viewers and the media immediately reacted and took sides on the issue. As Kaepernick continued to kneel for the National Anthem before every subsequent game, the controversy grew and the NFL lost viewership. This led to a heated debate in which many people vocalized their support or criticism of his actions. Kaepernick became a free agent in 2017 and was not picked up by another NFL team. As the NFL regained viewership, Nike decided to sponsor him and his cause in their 2018 Just Do It ad campaign and experienced an increase in product sales and stock price as a result. These different experiences that the NFL and Nike have had by being associated with Kaepernick shows a trend in and the significance of consumer behavior and social activism in marketing decisions. This paper examines the prevalence of these behaviors and their influence on the NFL and Nike. | en_US |
| dc.identifier.uri | https://hdl.handle.net/1794/25008 | |
| dc.language.iso | en_US | |
| dc.publisher | University of Oregon | |
| dc.rights | Creative Commons BY-NC-ND 4.0-US | |
| dc.subject | Business Administration | en_US |
| dc.subject | NFL | en_US |
| dc.subject | Nike | en_US |
| dc.subject | Consumer Behavior | en_US |
| dc.subject | Marketing Strategy | en_US |
| dc.subject | Kaepernick | en_US |
| dc.title | The Effects of Social Activism on Business Strategy and Revenue as Observed in the NFL and Nike Consumer Trends | |
| dc.type | Thesis/Dissertation |
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