Nike recently signed Colin Kaepernick, the controversial former NFL QB, to be the face of a new ad campaign. Major pushback ensued and new numbers reveal that the favorability of the company has plummeted.
According to Smokeroom:
Nike’s favorability took a massive hit after it made Colin Kaepernick the face of its new “Just Do It” campaign.
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.
Nike is standing behind the ad campaign and we all will have to wait and see how their business is affected.