Please do not leave this page until complete. This can take a few moments.
Nike is getting just the response it wanted from its Colin Kaepernick ads.
Early indications suggest sales are up because of the new "Just Do It" campaign, according to Wedbush analyst Christopher Svezia.
The ads, which debuted last week, feature the quarterback among other athletes. Kaepernick started a movement among NFL players by kneeling during the National Anthem to protest police brutality and racial injustice.
The campaign sent a strong message to Nike's core customers: Millennials and younger men in cities. Two-thirds of the company's sneaker customers are younger than 35, according to Matt Powell, a sports retail analyst at market research firm NPD Group.
"[Nike] communicated to them in a way that is authentic, culturally relevant, experiential and emotionally engaging," Svezia wrote in an analyst note Friday.
He said the campaign increased core customers' loyalty to Nike. It also raised awareness for the brand.
Nike gained 170,000 Instagram followers, and an Instagram post featuring Kaepernick was the second-most liked post in Nike's history, behind a post about the World Cup.
Nike's followers commented on that post twice as much as any other Instagram post from the company — though not all were supportive.
The new followers, likes and consumer demographic led Svezia to believe that the Kaepernick ad campaign was a positive for Nike and its sales.
Young people agree. Among people ages 18 to 34, 44% supported Nike's decision to use Kaepernick, while 32% opposed it, according to an SSRS Omnibus poll provided exclusively to CNN. In the 35-to-44 age bracket, the decision earned support among a majority, 52%, compared with 37% who were against it.
Nike's stock closed at an all-time high Thursday. LeBron James, who has an endorsement deal with Nike, used that as an opportunity to dig at critics, such as President Donald Trump.
"Management knows its American consumer well and the campaign featuring Mr. Kaepernick is a positive for the brand and likely its sales," Svezia said.
This special edition informs and connects businesses with nonprofit organizations that are aligned with what they care about. Each nonprofit profile provides a crisp snapshot of the organization’s mission, goals, area of service, giving and volunteer opportunities and board leadership.
Learn moreHartford Business Journal provides the top coverage of news, trends, data, politics and personalities of the area’s business community. Get the news and information you need from the award-winning writers at HBJ. Don’t miss out - subscribe today.
SubscribeDelivering Vital Marketplace Content and Context to Senior Decision Makers Throughout Greater Hartford and the State ... All Year Long!
Read HereThis special edition informs and connects businesses with nonprofit organizations that are aligned with what they care about. Each nonprofit profile provides a crisp snapshot of the organization’s mission, goals, area of service, giving and volunteer opportunities and board leadership.
Hartford Business Journal provides the top coverage of news, trends, data, politics and personalities of the area’s business community. Get the news and information you need from the award-winning writers at HBJ. Don’t miss out - subscribe today.
Delivering Vital Marketplace Content and Context to Senior Decision Makers Throughout Greater Hartford and the State ... All Year Long!
In order to use this feature, we need some information from you. You can also login or register for a free account.
By clicking submit you are agreeing to our cookie usage and Privacy Policy
Already have an account? Login
Already have an account? Login
Want to create an account? Register
In order to use this feature, we need some information from you. You can also login or register for a free account.
By clicking submit you are agreeing to our cookie usage and Privacy Policy
Already have an account? Login
Already have an account? Login
Want to create an account? Register
This website uses cookies to ensure you get the best experience on our website. Our privacy policy
To ensure the best experience on our website, articles cannot be read without allowing cookies. Please allow cookies to continue reading. Our privacy policy
0 Comments