Sports apparel giant Nike is leveling up in a major way despite what President Donald Trump and a small fraction of haters think. New reports claim the iconic company’s sales are increasing more than normal amid its newly launched Colin Kaepernick-featured Just Do It campaign.
Compared to last year’s early September Internet sales, Nike nearly doubled its profits amid some perceived backlash to its new ad.
Online sales of Nike products grew 31 percent from Sunday, Sept. 2, through Tuesday, Sept. 4, this year, compared with a 17 percent increase over the same period in 2017, according to data released Friday by Edison Trends, which tracks digital commerce. News of Kaepernick’s involvement in the polarizing campaign, which celebrates the 30th anniversary of “Just Do It,” first broke on Sept. 3. (Ad Age)
Some experts have pointed out the publicized outcries of instant boycotters represent a smaller fraction of customers than people think.
Yet the ad, by Wieden & Kennedy, might have landed better with viewers than such social media drama suggested. The polarity score for “Dream Crazy” was within the 10th percentile of all ads, meaning it was “agreeable,” according to ad tracking firm Ace Metrix. “These results show once again that oftentimes, social media backlash can be amplified by media attention while representing only a small minority of haters,” said Ace Metrix CEO Peter Daboll, said in a statement. (Ad Age)
Over the past few days, President Trump has singled out Nike for its pro-Kaepernick move.
What was Nike thinking?
— Donald J. Trump (@realDonaldTrump) September 7, 2018
Just like the NFL, whose ratings have gone WAY DOWN, Nike is getting absolutely killed with anger and boycotts. I wonder if they had any idea that it would be this way? As far as the NFL is concerned, I just find it hard to watch, and always will, until they stand for the FLAG!
— Donald J. Trump (@realDonaldTrump) September 5, 2018
This week, reports claimed Nike completely knew the risk involved in working with CK.
Although the target demos are highly protected by Nike — industry sources tell TMZ Nike’s customer base is “significantly urban” and the company felt the decision would be solidly embraced. Up-and-coming athletes are no longer just shills for corporate America. They increasingly embrace causes and are not afraid to speak out, even at their own expense. (TMZ)