Culture

Report: Nike’s “Risky” Kaepernick Campaign Had No Measurable Effect on Brand Image or Loyalty

(Photo by ANGELA WEISS/AFP/Getty Images)

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.

READ: Sports Apparel Store Forced to Close Down After Nike & Colin Kaepernick Boycott Backfires

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.

zo

Zo is a staff writer at Okayplayer where he covers music.

Share
Published by
zo

Recent Posts

Rock and Roll Hall of Fame 2023: A Tribe Called Quest, Missy Elliott Earn Nominations

Missy Elliott has received a first-time nomination for the Rock and Roll Hall of Fame,… Read More

February 1, 2023

Beyoncé Announces ‘Renaissance’ World Tour

After rumors that her tour launch would begin this week, on Wednesday, Beyoncé began the… Read More

February 1, 2023

DC is Finally Ready to Compete with the MCU

During a presentation of DC Universe Chapter 1, studio heads Peter Safran and James Gunn… Read More

January 31, 2023

Questlove Will Co-Curate a Hip-Hop 50 Performance During the 2023 Grammys

In partnership with Mass Appeal, Questlove will co-curate the Hip-Hop 50 tribute during the 65th… Read More

January 31, 2023

This AI Generator Will Allow You to Turn Mundane Topics Into a Drake Song

Drake fans are using website AI generator website Drayk.it to make automatic versions of songs… Read More

January 31, 2023

Will Smith & Martin Lawrence Announce Fourth ‘Bad Boys’ Movie

On Tuesday, Will Smith and Martin Lawrence went to social media to announce the fourth… Read More

January 31, 2023