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After suffering its “biggest intraday slide in five months” the day after unveiling its Colin Kaepernick-starring 30th anniversary “Just Do It” campaign, Nike’s stock value has climbed to new heights.

“Ten days after Nike’s new Colin Kaepernick ad provoked calls for boycotts, shares hit an all-time high, closing at $83.47 Thursday,” Bloomberg reports. Though the outlet underscores that it will be “months, if not longer, until anyone can fully measure the business impact of Nike Inc.’s controversial partnership with quarterback-turned-activist Colin Kaepernick,” the early data looks promising compared to last year:

Edison scanned receipts from more than 200 online retailers (including Nike.com) and found that that Tuesday after Labor Day, for example, the first full day after Kaepernick’s ad went viral, Nike purchases were 22 percent higher than the same day in 2017. On Wednesday they were 42 percent higher, and Thursday they were 23 percent higher. They remained above 2017 levels through the end of the week.

On September 3, Kaepernick, who started the anthem protest movement because he is “not going to stand up to show pride in a flag for a country that oppresses black people and people of color,” revealed that he was quite literally the face of Nike’s big anniversary campaign:

Response to Nike’s endorsement of the polarizing figure, which reportedly includes a “star deal” complete with his own clothing line, has been strong from both ends of the ideological spectrum. As The Daily Wire highlighted, the immediate impact on Nike’s shares looked grim indeed:

In early trading Tuesday, Nike’s shares dropped by nearly 4 percent, “the biggest intraday slide in five months,” Bloomberg reports. “Nike shares slipped as much as 3.9 percent to $79 as of 9:31 a.m. Tuesday in New York — the biggest intraday slide in five months. They had climbed 31 percent this year through Friday’s close.”

The anthem protests have been consistently unpopular since their inception in 2016, though a recent poll found approval reaching a new high: 47%, equal to disapproval of the movement. Immediately after the new Kaepernick campaign launched, a Morning Consult study suggested Nike’s decision to make him the face of the brand was a bad move:

Nike’s Favorability Drops by Double Digits: Before the announcement, Nike had a net +69 favorable impression among consumers, it has now declined 34 points to +35 favorable.

No Boost Among Key Demos: Among younger generations, Nike users, African Americans, and other key demographics, Nike’s favorability declined rather than improved.

Purchasing Consideration Also Down: Before the announcement, 49 percent of Americans said they were absolutely certain or very likely to buy Nike products. That figure is down to 39 percent now.

The Effect on the NFL Seems Small, For Now: Forty percent of consumers said Nike’s campaign does not make them more or less likely to watch/attend NFL games — 21 percent said more likely and 26 percent said less likely (14 percent didn’t know).

The anthem protests got going during the 2016 preseason, when, after reporters noticed that he was refusing to stand for the anthem, Kaepernick told NFL Media: “I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color. To me, this is bigger than football and it would be selfish on my part to look the other way. There are bodies in the street and people getting paid leave and getting away with murder.” The then-49ers back-up QB elaborated on his accusations a few days later. “There is police brutality — people of color have been targeted by police,” he said.

Kaepernick opted out of his contract with the 49ers following a dismal 2-14 2016 season, in which he started for 11 of the games after Blaine Gabbert went down. Despite pressure by activists and media personalities to pressure NFL teams to pick him up, Kaepernick found himself unemployed. He has since filed a lawsuit against the league for alleged “collusion” to keep him out of the league over his brand-damaging protest movement.

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12 Comments

12 Comments

  1. Sue

    September 14, 2018 at 11:25 pm

    He’s a joke. He’s just a black man with a huge chip on his shoulder. He flat didn’t make it in the NFL. Period. He wasn’t any good and now he’s suing them saying they are the cause he can’t get a job. Well good lord, he just got a 42 million dollar contract with Nike,then he’s gone and started his own brand by himself competing with Nike. This is the kind of person he is. Everything is somebody eles’s fault, not his. Nike should fire him for this. For myself, I’ll never buy another Nike.

    • CAROLE THURMAN

      September 15, 2018 at 12:43 am

      AGREE!!!!! HE IS A WORTHLESS PIECE OF S- – T!!!!

  2. Stephen Russell

    September 14, 2018 at 11:53 pm

    Got 2 get Nike sales to 29% level or lower.
    Then kick Kapernick OFF the bus

  3. Sheila

    September 15, 2018 at 12:42 am

    Christmas is not that far away, I won’t be buying nike products like I did last year. I know I’m just one person, but I’ll bet there are more like me. So suck it nike!!

  4. Carl J Bujan Jr

    September 15, 2018 at 1:16 am

    The reason for the increase in sales is due to stores selling off Nike products for half price to get rid of them.

  5. Milton Wiseman

    September 15, 2018 at 1:55 am

    The stats he uses are smoke, not real. If he wants to make a difference, do like some of the professional athletes have done, go into Chicago problem neighborhoods, start programs for the young people that educate and lift them up.
    Being under educated and a bigot don’t help his cause. And those following his stupidy in the NFL simply show the lack of education and independent thought they have. And the NFL, what a joke. Hey, the few that still pay to watch these games don’t care what your political or beliefs are, your paid to play a game, nothing more. If this is important to the players as they make it out to be, donate half of your pay to intercity youth activity centers, during the off season, ride with the police. See what they do for real, it will make your eyes open wide. As for the big wigs and ball-less owners, make the rules and stand by them, put this in the contracts for these big thugs, which most are and demand they comply or sit out the season. Someone that was cut will step up and play. Nike, just a political socialist company that shifts with the wind. As for me, I don’t buy anything from these soclist justice companies.

  6. Moracle

    September 15, 2018 at 2:41 am

    CK is like Hillary, both totally unable to admit the reason they don’t have the job they wanted is because they just ain’t that good at doin’ it!

  7. Bird

    September 15, 2018 at 3:19 am

    No more Nikes, I just bought a great pair of New Balance athletic shoes and they are every bit as good as Nike….. they just don’t have the huge price tag or a ‘swish'(that many are painting over now, they are such an embarrassment). Whoever made the choice to use Kapernick should be fired!!

  8. Bobby

    September 15, 2018 at 3:51 am

    We’ll see just how sure they are of themselves when their stocks tumble down to about ten bucks a share. The sooner they pull up stakes and leave the country and take their “Golden Child” with them the better we’ll all be. See how kaepernick likes living somewhere other than America, that POS.

  9. Richard or Rosalee Inman

    September 15, 2018 at 4:50 am

    I want to see a comparison percentage of crime committed on blacks by other blacks as compared to police committing a crime on blacks? OR better yet, how many blacks are killed or harmed by police incidents that truly are FACTUAL (remember the black gal lying and saying she witnessed “hands up” and turned to be a lie…and all the protesting that followed based on this lie!). I am not denying there are some police whose position goes out of bounds and deserve PROSECUTION. NOW get the percentage of murder, rapes, etc. the blacks are doing to blacks in Chicago alone…SHOCKING…MMMM Kapernick are you going to use some of your millions to help those innocents. Your one black who is hypocrite to your race and so ungrateful for living in the fantastic country of such freedoms. FREEDOM TO FORGET YOUR BLESSINGS and THANKFUL FOR NOTHING! p.s. and remember Chicago has the strictest gun laws…laughable to want gun control.

  10. Robert

    September 15, 2018 at 4:40 pm

    Nike’s move is not about Colin Kaepernick. It is more about the companies patriotism and ideology. It is apparent that Nike does not share the American concept of patriotism. After all it is not an American company– – it is Japanese owned. I used to get Nike’s for free because I was a customer of a Japanese trading company that represented Nike. I was a runner in those days. But after a while I noticed a distinct difference in the quality of the Nike’s I was using. Their previous quality seemed to have changed and not for the better. I quit using Nike’s and went to ASICS instead, even though Nike’s were free. Whether or not Nike’s shares goes up or down is not the question. Does Nike have any loyalty to the country that birthed them and have made them wealthy? They have knowingly taken a controversial figure and made them the center of their face- – – just to increase business. That alone would not allow me to buy Nike’s in the future.

  11. Carmine Martuscello

    September 25, 2018 at 10:31 pm

    Kaepernick Is a disgrace. He was adopted by white parents who gave him a great life, and he makes a mockery of that. If he truly cared about inner city black or white kids he would fight, donate, and get involved in Detroit or Chicago were the real crime is. Or fight to vote out the people that kill the school systems in these City’s that are run so poorly.Lastly he things he’s impowering blacks but he’s only making them dumber when dealing with the police.His socks tell you that. He’s playing all the blacks like the Dems have done for years.

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