Nike was yesterday dealing with a backlash over its decision to make Colin Kaepernick, the American footballer at the centre of a row over his refusal to stand for the national anthem, a face of its new advertising campaign.
Consumers angry about the sportswear company’s move posted videos of themselves burning trainers as calls to boycott Nike spread on social media.
The reaction highlighted the dilemma facing US companies in how to position their brands at a time when consumers increasingly expect them to take a stand on divisive social and political issues.
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