You really have to wonder who gave this the green light. The guy is not even playing football anymore. So it’s not like he’s a billboard for the company as he’s not that visible. If Nike is targeting young black males, aren’t most of them buying basketball sneakers?
a "We should shake things up. It's time to get woke. Sign Kaep and promote him".
b "That will cost us, significantly. Especially in America".
a "But the Chinese market!".
b "What about it?".
a "We've done the focus groups, when we showed the chinese a picture of Kaep all they did was scream "Dr. J!, Dr. J!".
b "Really? It won't hurt sales there?".
a "We're golden!".
IMO Nike prints money, so they'll eat the loss to impress their tribe, while obtaining priceless PR.