Brand activism as a strategic response to the evolving role of business in contemporary society: the case of Nike and Colin Kaepernick
Alciator, Blanca Aiko (A.A. 2025/2026) Brand activism as a strategic response to the evolving role of business in contemporary society: the case of Nike and Colin Kaepernick. Tesi di Laurea in Management, Luiss Guido Carli, relatore Francesca Vicentini, pp. 52. [Bachelor's Degree Thesis]
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Abstract/Index
Brand activism. Definition of brand activism. From Corporate social responsibility (CSR) to brand activism. Areas of application of brand activism. Progressive vs regressive. Authenticity vs wake-washing. Managerial implications of brand activism. Brand activism in the sportswear industry. The sportswear industry is a value-based and cultural market. Opportunities and risks of brand activism in the sportswear market. Strategic analysis of Nike. Nike's strategic positioning in the sportswear market. Nike’s corporate purpose and value system. Stakeholder management and strategic relationships. The colin Kaepernick campaigned as a case of brand activism. Context and overview of the Kaepernick campaign. Strategic motivation. Stakeholder reactions and associated risks. Implications for Nike’s competitive positioning.
References
Bibliografia: pp. 50-52.
| Thesis Type: | Bachelor's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33) |
| Chair: | Management |
| Thesis Supervisor: | Vicentini, Francesca |
| Academic Year: | 2025/2026 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 15 Oct 2026 08:28 |
| Last Modified: | 15 Oct 2026 08:28 |
| URI: | https://tesi.luiss.it/id/eprint/46853 |
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