The early adaptors are people who are playing with new ideas in the culture. NIKE are selling to the early adaptors of fashion and make their money at the front end of the curve. NIKE is a disruptor in the marketplace and the brand DNA is so clearly identifiable with “We stand for something”.
c/o Nike
Colin Kaepernick is a symbol who stands for something and the other sneaker companies have been afraid to stand for what he stands for. NIKE helped to transform Colin Kaepernick from a kneeling quarterback to an icon of change. I think when you wear NIKE, you are symbolizing that you also stand for something.