Boston Herald columnist Jessica Heslam talked to David Gerzof Richard, senior affiliated faculty in Communication Studies, about Nike using Colin Kaepernick, the former NFL player who famously knelt during the National Anthem to protest police brutality and injustice against African Americans, in its ads.
Gerzof Richard said he was teaching Nike’s decision in his PR classes, and that it was “brilliant” on the part of the sneaker giant.
“White nationalists, old white guys, is a very small subset of who their customer base is,” said Gerzof Richard, CEO of BIGfish PR. “A much, much larger group of people are the people who are on the side of Kaepernick and Nike. They truly know who their customers are.”