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Nike as a brand has a history of depicting diversity in its marketing strategy, including featuring culturally and ethnically diverse individuals and those with disabilities in its advertisements, creating products that are inclusive of consumers’ religious beliefs (e.g. the Nike Pro Women’s hijab), and using celebrity endorsers that represent minority and disadvantaged groups (e.g. Serena Williams who is of African American heritage and a women), or who engage in social issues such as racial inequality (e.g. Colin Kaepernick). Using concepts of motivation and values, explain how this strategy can be beneficial for companies in strengthening their brand equity, maintaining their customer base, and attracting new customers, even though some may argue that this can be a controversial approach.
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