Strategisk brandinganalyse af Dream Crazy

Nikoline Linea Mathilde Berg, Thor Bruselius Gram, Daniel Ladefoged Jensen, Pernille Breum & Ida Amelia Elmenhoff Fremm

Studenteropgave: Kandidatprojekt


The modern world faces environmental and social changes more rapidly than ever before. Organizations and individuals alike have to act now if we want to combat these climate and community problems. It’s crucial for organizations to be more conscious in their use of resources so that they pollute less, and individuals have to speak up when they face injustice. In 2016, the world witnessed how former NFL player Colin Kaepernick protested the injustice and police brutality he experienced in the United States of America. The immediate response to Kaepernick’s protest was an exclusion from the NFL alongside public antipathy. Then, in 2018, Nike released an advert featuring Kaepernick as a leading character where the tagline red: “Believe in something, even if means sacrificing everything”. Nike had taken a stance and supported Kaepernick in his protest regarding social problems. The advert caused controversy, leading to movements such as “Just Burn It”, a movement dedicated to showing Nike the same antipathy shown to Kaepernick in 2016. In spite of this opposition from some regarding Nikes stand with Kaepernick, the campaign is today seen as a success.
As such, this paper seeks to answer which discourses are prominent in Nikes Dream Crazy advert, and how Nike uses these in a strategic branding capacity. This is done by analysing the aforementioned advert in a ​discursive​, ​strategic and ​branding manner, all of which draw on a specific set of theoretical frameworks. The first part of the analysis looks at the discourses found in the advert. The second part focuses on how Nike strategically handled the situation with Kaepernick. The last section of the analysis looks at how Nike was able to position themselves successfully in accordance to their stakeholders.
We conclude that Nike’s endorsement of Kaepernick led them to being able to successfully communicate their message in the form of the Dream Crazy advert, which in turn led to an increase in sales by 31 percent in the period following the release of the advert. This was, in part, due to the coherence between Nikes image and vision.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato27 maj 2019
VejledereHenrik Ladegaard Johannesen


  • Nike
  • Branding
  • Dream Crazy
  • Strategi
  • Branding-aktivisme