Bibliographic record
Abstract
This paper examines the aftermath of Nike’s advertising campaign “Dream Crazy”, featuring polarizing ex-NFL player Colin Kaepernick. Nike’s choice to feature Kaepernick was a groundbreaking one, as Kaepernick was at the forefront of the Black Lives Matter movement. However it was also contradictory, in terms of it being driven by achieving profits and brand recognition. “Dream Crazy”' was also hypocritical when contrasted with Nike’s previous brand actions, proving that their actions were more disingenuous than they appeared. This paper uses theoretical concepts such as media framing, hegemony and racial capitalism and applies a case study approach to the launching of “Dream Crazy” to evaluate Nike’s actions as a brand. Through this analysis, it is found that despite appearing as a brand siding with advocating for justice, Nike’s actions are more self-serving, rather than selfless. Compared and contrasted with other brands, it is made evident that Nike capitalized on Kaepernick’s activism. As more and more brands adopt activism as a marketing tactic, it is integral that they remain sincere with their actions, as power dynamics have shifted from corporation to consumer.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.000 | 0.001 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.000 |
| Science and technology studies | 0.007 | 0.003 |
| Scholarly communication | 0.004 | 0.002 |
| Open science | 0.000 | 0.002 |
| Research integrity | 0.001 | 0.002 |
| Insufficient payload (model declined to judge) | 0.015 | 0.002 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".