Well, in their infinite wisdom, Nike decided to make former NFL quarterback Colin Kaepernick the face of their Just Do It campaign. The ad has been released. The tagline is “Believe in something, even if it means sacrificing everything. #JustDoIt.” Kaepernick is a source of controversy, a vehicle for the left wing social justice activism that struck the NFL two years ago when he started to take a knee during the national anthem. There were a multitude of reasons but race relations and police brutality seem to be the top issues for why he and other players started this nonsense. No doubt the cause is worth a discussion. I totally disagree with their take, but it’s worthy of a discussion. All that good will went out the window as soon as you start trashing the flag. Kaepernick’s anti-police stance also drew a backlash. These players see their side getting attention. Everyone else sees them trashing the flag, our veterans, and those who have died in service to the country. It’s unpatriotic. It’s not appropriate—and the NFL knows it. When President Trump torched the players for kneeling, he won a solid cultural victory.
So, with Nike becoming more or less a hipster brand, they put this left wing activist as the face of their new campaign. How did it fare? It cost them billions as market shares tanked upon its announcement. It cost them billions, though it’s not going to sink the company. It did, however, cause the net favorability of Nike to drop by double-digits and no boosts were registered within key demographics for the brand. That’s, uh, not good. Quite a hefty loss for trying to keep Kaepernick relevant Morning Consult has the numbers:
Nike’s Favorability Drops by Double Digits: Before the announcement, Nike had a net +69 favorable impression among consumers; it has now declined 34 points to +35 favorable.
No Boost Among Key Demos: Among younger generations, Nike users, African Americans, and other key demographics, Nike’s favorability declined rather than improved.
Purchasing Consideration Also Down: Before the announcement, 49 percent of Americans said they were absolutely certain or very likely to buy Nike products. That figure is down to 39 percent now.
(Read more from “Just Blew It: Nike Favorability Drops by Double-Digits” HERE)