For the past few days, whenever I turned on a news channel, I saw some marketing “expert” assuring me that Nike’s decision to enrich and glorify Colin Kaepernick for his “sacrifice” (tell that to a disabled veteran or Gold Star family) was a brilliant business move. All those people cursing Nike on social media and posting videos of them burning their Nike gear? They’re just irrelevant old fogies who don’t matter. Nike is a hip, edgy company, and this campaign will give them a huge boost among their current target market of young hipsters and minorities.
So, how’s that working out? Marketing types love surveys and numbers, so here are the latest results from a Morning Consult survey:
Almost overnight, Nike’s favorability rating dropped by over 34 points, going from +69 to +34. Also, before the poll, only 2% reported hearing negative sentiments about Nike. After the Kaepernick announcement, 33% said they’d heard negative things about the brand.
But that’s probably just those old cranks Nike doesn’t care about! What did their target market (young people, blacks, etc.) think? Actually, Nike’s favorability dropped among every demographic category, even Democrats (although not as much as the 23 point plummet among Republicans.)
What is Nike’s next brilliant marketing idea? Buy a pair of shoes, get a free can of New Coke ?