# Professor Allen Adamson comments on Nike's decision to feature Colin Kaepernick in its new "Just Do It" campaign

1 Faculty News September 5, 2018 ![Digiday logo](/sites/default/files/styles/246w/public/assets/images/digiday.jpg?itok=_NgGqDOG)>

Excerpt from [Digiday](https://digiday.com/marketing/walking-walk-nikes-kaepernick-campaign-walks-talk-brand-purpose/) -- "Allen Adamson, assistant professor of brand strategy at New York University and co-founder of consultancy Metaforce.co, said Nike knows it cannot appeal to everybody. Otherwise, it would come off as inauthentic or unclear of its direction, a common problem with companies when they try to pursue purpose-driven marketing. 'The marketplace is so fractured and polarized today that if you try to keep everyone happy all the time, you will become invisible,' he said."

[Read more](https://digiday.com/marketing/walking-walk-nikes-kaepernick-campaign-walks-talk-brand-purpose/)