The brilliant marketing strategy employed by Nike, for their 30th Anniversary of the slogan “Just Do It,” is an amazing use of instigating discomfort, or specifically, cognitive dissonance.

Cognitive dissonance, a theory developed by Leon Festinger in 1966, is defined as the “discomfort experienced by the person who simultaneously holds two or more contradictory beliefs, ideas or values.”

The use of a polarizing figure such as Kaepernick in contrast to the universally accepted and lauded slogan of “Just Do It” is enough to give anyone who had issue with the anthem protest pause, if not angst. To add the tagline to the new marketing campaign - “Believe in something. Even if it means sacrificing everything.” - is the discomfort equivalent of a heart attack for some.

The videos offered by anti-Kaepernick, former Nike enthusiasts of burning Nike products (even on their own feet, if you can believe it), is the epitome of individuals with horrible coping mechanisms for their discomfort. It's also a great example of people expressing their anxieties in demonstrative displays rather than identifying their anxieties/ discomfort and potentially resolving their cognitive dissonance.

Nike’s campaign gives us an opportunity to investigate our beliefs and feelings as it relates to this campaign. For those that align with it, we can investigate our beliefs and feelings as it relates to the opposing reactions to it. It also affirms a pre-existing belief that Kaepernick was never wrong to sit and then take a knee during the anthem. What emotion does Nike’s affirmation bring us? What does that say about the value of corporations in the validations of our personal beliefs and values? About societal values?

Can you prescribe to a value while not agreeing to everyone that prescribes to that value? Are you aware of your judgments as it relates to anyone that does not prescribe to your value(s)? Can we empathize with the other’s reaction?

Can you respect the other person on the other side of the competition when you may be fighting with passion and vigor for victory just as hard (the basis of athletic competition by the way)?

While the market doesn’t do well with cognitive dissonance -maybe because they believe you will reject anything that forces people to think and feel. Thank God you aren’t the market. Nike's stock dropped and then rose again. Is it sustainable? Is its sustainability based around how many people investigate their beliefs and continue to be Nike consumers? Did you become a brand loyalist based upon a marketing campaign that affirmed your beliefs?

Nike, Kaepernick and anti-Nike enthusiasts may have offered us an opportunity to see just how passionate – to the point of ridiculousness at times - we all are in our beliefs about the world and how hard we will double down on those beliefs.

What do you double down on, i.e. what would make you burn a pair of Nike’s on your feet?

Illuminating Awareness. Facilitating Choice.