NIKE is a global brand that knows exactly what it is doing.
The trolls on social media with 5 followers and no avi wasn’t going to bring the company down. The facts are Kaepernick’s ad is bringing a lot of positive attention to the company.
The controversy surrounding Nike Inc.’s new Colin Kaepernick ad can’t be a surprise to the sportswear company. And in spite of the backlash, it’s probably pretty good for the brand.
In less than 24 hours since Kaepernick first revealed the spot on Twitter, Nike received more than $43 million worth of media exposure, the vast majority of it positive, according to Apex Marketing Group. That far outweighs the risk of alienating some customers, said Bob Dorfman, a sports marketing executive at Baker Street Advertising.
What’s more, he said, the move sends a strong signal to their current roster of athletes and positions Nike as a savvy risk-taker. “It’s not a move that any company can make, but for Nike it’s definitely smart business,” Dorfman said.
“Nike cares most about the category influencers and tastemakers — nearly all of whom will embrace their decision,” said Howe Burch, the former head of U.S. marketing for Reebok. “They know they will lose some customers short-term but not the kind of customers that really drive their business.”
Flip the page for the NIKE Just Do It commercial featuring Colin Kaepernick narrating.