Lots of people are either thrilled or angry at Nike for featuring Colin Kaepernick in ads celebrating 30 years of its “Just Do It” campaign. Most branding gurus are in a tizzy because the move boldly prompted such reactions, which is the point of marketing. I say it does a far better job of what Pepsi tried — and failed — to do with its horrible Kendall Jenner commercial last year.

And that's the problem.