Report: Nike's "Risky" Kaepernick Campaign Had No Measurable Effect on Brand Image or Loyalty
Despite the initial backlash, Nike remains unphased by a stance many deemed too controversial.
Almost a year ago to the date, Nike unveiled Colin Kaepernick as the new face of their “Just Do It” campaign. And while the company sustained its share of boycott threats and viral clips of “former” customers burning their check marks at the onset, a new report measures the impact as barely perceptible, if not categorically positive.
The Bloomberg report debunks any residual rumors of under-performing, noting Nike took the highest marks of any company in a recent UBS survey — a “net promoter score” that measures the likelihood of a customer recommending a brand — and compared stock performances between now and just after the campaign’s debut (up 8%.) It also quotes a Stifel report from last month that analyzed feedback from over 100 sneaker retailers on what brands were being requested in their stores for the back-to-school crunch. The report found that Nike was the most popular brand in 81% of those stores, up 14% from last year’s survey.
The report concludes that companies can take discerningly political stances without seeing much of a hit in terms of brand loyalty and image, so long as the stance aligns with the principles of the organization. Your move, Mr. Goodell.