Nike's contentious new campaign features Colin Kaepernick and a profound tagline: “Believe in something. Even if it means sacrificing everything.” As swooshes burn, #boycottnike takes over social feeds, memes proliferate, and thought pieces ignite conversation, one might wonder: Why, Nike, why? The “why” is because people reward brands for standing up for something that matters. In fact, sales rose 31% after the first creative debuted — before the commercial even aired.