Nike’s Controversial Ad Featuring Colin Kaepernick Wins the 2019 Emmy Award for “outstanding commercial.”

Who would have believed that after all the outrage that trailed the release of the “Dream Crazy” ad campaign by Nike last September that the video commercial would go on to win the Emmy?

The controversial ad which featured Colin Kaepernick and other stars including Serena Williams and LeBron James had last Sunday adjoined as the “outstanding commercial” of the year at the Creative Arts Emmy Awards, beating other nominees from brands including Apple, Netflix and Sandy Hook Promise and organization against gun violence.

The award makes it the first time since 2002 the sportswear company’s commercial will win any major prize.

“Dream Crazy” commercial which was released last September sparked [a] heavy backlash, that saw the company’s stock fall by 3.2% percent, several fans burning their Nike branded gears in protest, and even President Trump leaving scathing criticism of the ad.

Donald Trump told the Daily Caller at the time:

“I think it’s a terrible message that [Nike] are sending and the purpose of them doing it, maybe there’s a reason for them doing it. But I think as far as sending a message. I think it’s a terrible message and a message that shouldn’t be sent. There’s no reason for it.”

Then, he further shared on his twitter handle:

“Just like the NFL, whose ratings have gone WAY DOWN, Nike is getting absolutely killed with anger and boycotts. I wonder if they had any idea that it would be this way? As far as the NFL is concerned, I just find it hard to watch, and always will, until they stand for the FLAG!”

However, just a few days after the release of the ad, there was an outpour of support for the sports shoemaker with the brand’s Instagram account gaining 170,000 new followers and a surge in their stock price.

A bit of background

While the controversial ad featured Colin Kaepernick and several other star athletes, many of the ad viewers focused solely on Kaepernick whose earlier sideline protest against racial injustice in the NFL drew national attention. 

The backlash from Kaepernick’s protest caused a rippled effect that included NFL team shunning to signing him. However, the former quarterback continues to make an impact at Nike.

In July, it was reported that Nike had to pull its decision to release a white and blue “Betsy Ross” edition of its Air Max 1 sneakers as a result of the Kaepernick’s concerns that the show would glorify the era of slavery.

The Wieden-Kennedy ad agency created the “Dream Crazy” campaign, and Park pictures produced it.

Last week, NBA’s Toronto Raptors announced another politically charged Nike-branded Pro Hijab wear that aims to encourage Muslim women in sport.

“Inspired by those brave enough to change the game,” the caption reads.

It sure seems Nike is living up to its slogan “Just Do It” even if it seems controversial.