Nike’s favorability took a massive hit after it made Colin Kaepernick the face of its new “Just Do It” campaign.
Nike is standing behind the ad campaign and we all will have to wait and see how their business is affected.
According to a study conducted by the Morning Consult and interviews with thousands of people, the popular apparel brand had a net favorability rating of +69 prior to the Kaepernick ad. It’s now sitting at +35.
The brand’s popularity also dropped eight points with black Americans. It went from +82 to +74.
Go ahead and raise your hand if you could see this coming. This was the most obvious outcome I think I’ve ever seen in the history of dumb business decisions. Here are some numbers from the study that should terrify Nike: Favorability for Republicans went from +75 to zero, and among white people, it went from +67 to +27.