Optics or Ethics? Nike's Strategic Use of Athlete Endorsement in Brand Activism

<p dir="ltr">Nike is the largest and most popular sporting brand in the world. They have achieved this status through their unique advertising style and their creation of high-performance products. They use their platform to spread inclusive, progressive and motivational messages towards their customers. A significant part of their branding is distributed through celebrity endorsement. They feature athletes at the peak of their athletic performance in emotionally driven advertisements that motivate viewers to stand up for change in many social issues. Nike knows when to step out of the societal comfort zone and make a statement to support worthwhile causes. Throughout this thesis, I will explore how Nike uses celebrity endorsement to raise awareness of LGBTQ+ rights, racial injustice and disability in sports.</p>