Nike was celebrated by the left after they chose Colin Kaepernick to represent their “Just Do It” ad campaign. Even after a temporary drop in stock price the day of the announcement, the company rebounded quickly, posting an impressive increase in sales surrounding the controversy.
But while they may reap some short term financial rewards (and act like they give a rip about “social justice”), the real goal for any company is to maintain and build customer loyalty. The latest poll, as you’ll see below, proves that Nike may have made a critical error…
Athletic brand Nike caused quite a stir earlier this month when they announced former San Francisco 49ers quarterback Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign. Kaepernick, best known for his on-field protests, is a controversial figure among Americans and has already led many to boycott the sports brand.
Forty-five percent (45%) of American Adults have at least a somewhat unfavorable impression of Kaepernick, according to a new Rasmussen Reports national telephone and online survey. Nearly as many (40%) view the former National Football League player favorably. This includes 21% who view Kaepernick Very Favorably and 31% who have a Very Unfavorable opinion of him. Another 15% are undecided.
As you can see, Nike struck a nerve in the heart of America, and conservative shoppers who used to spend money on buying Nike gear for children and grandchildren — especially for Christmas — will likely drop by a noticeable amount this year and beyond.
But it’s difficult to imagine Nike executives giving a rip about that… all they see are dollar signs and will exploit the most serious issues of the day to get what they ultimately want.
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