Read the material and answer all of the questions:

1. Do you agree or disagree with Nike's choice of Colin Kaepernick as the face of its anniversary "Just Do It" campaign? Why?

2. Using the data in the case and its exhibits as input to your decisions has the use of Kaepernick been a positive or negative thing for the brand? Which metrics are most/least useful in determining the answer to this question?

3. Was Kaepernick's story the right fit for Nike? Why or why not? Was Nike's story the right fit for Kaepernick? Why or why not?

4. What is the return-on-investment for the Nike/Kaepernick campaign? What evidence would you like to see if you were the company's chief financial officer (CF))? What evidence would you like to see if you were the company's chief marketing officer (CMO)?

5. How has Nike's brand equity changed as a result of its Kaepernick campaign?

6. Who gained more from the campaign, Nike or Kaepernick? Why?