Perhaps Nike’s new campaign deal with former NFL quarterback Colin Kaepernick was a “swing and a miss” as new polling shows the brand’s favorability has fallen 34 points.
As Axios reports, a new poll from Morning Consult showed the net favorability and unfavorability numbers for Nike changed drastically just days after the campaign was first announced.
Before the campaign and the deal with the controversial athlete were announced Nike held a 76 percent favorable view and only a 7 percent unfavorable view. After, the brand only had a 60 percent favorable view and a 24 percent unfavorable view.
Why it matters: The iconic brand has not shied from using its marketing prowess to wade into political and cultural issues in the past, but its newest ad campaign featuring Colin Kaepernick has become particularly divisive, given the polarizing nature of race relations in the U.S. under the Trump administration.
While Nike could face negative purchasing consideration as a result of the campaign, experts argue the sports goods giant likely calculated these risks and deemed that it wouldn’t impact its bottom line significantly, despite any short-term pushback.
- According to the poll, before Nike announced Kaepernick as the face of its ad campaign, only 2% of Americans reported hearing something negative about Nike recently. That number increased to 33% after the announcement.
- The poll also found that purchasing intent was down after the announcement.
Not a good look at all.
Donald Trump Jr. came out with a revision to the ad which could help save the brand’s favorability. Check it out:
The photo received mixed reviews from people online but was shared by many self-identified Trump supporters.
Here’s more on the Nike deal and Kaepernick, from CBS News:
The Kaepernick ad sparked some backlash on social media, with critics calling for aand even posting photos and videos of Nike products set on fire. But many others chimed in with messages of support for Kaepernick.
Over the last two seasons, Tom Brady) believe the protest controversy is only one of many possible factors. A CBS News poll last fall found that Americans are unhappy with both the protests during the anthem and President Trump’s comments on the issue., although industry analysts (and
Nike recently signed an extension to its deal as the. While Nike may be feeling some heat from critics after the release of the Kaepernick ad, the company has earned $43 million worth of media exposure in the first 24 hours, according to one estimate.
President Trump also responded to the generated controversy with a social media post of his own.
“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!”
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