Masters Thesis

Brand activism: a case study of Colin Kaepernick and Nike's Dream Crazy campaign

This paper examines the implications of brand activism in Nike's 30th anniversary Dream Crazy campaign. Using both applied aesthetics and visual semiotics, I deconstructed two components of the Dream Crazy campaign. I examined the Colin Kaepemick billboard and the full two-minute Dream Crazy commercial advertisement. Nike's campaign serves as a case study that will help shed light on Colin Kaepemick's social justice advocacy and provide insight about brand activism. This analysis advances the application of theories of media aesthetics and visual semiotics to the understanding of specific target audience trends and campaigns.

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