By Daniel Lang - Manager Director
Picture credit: USA Today
While Nike shares suffered an initial plunge following the launch of the 30th anniversary 'Just Do It' campaign featuring controversial former NFL quarterback Colin Kaepernick, online sales of both shoes and apparel have taken a dramatically different turn.
in the four days following the announcement made on Kaepernick's Twitter page, consumers have flocked to the major brand, buying large volumes of stock in a sign the advertising campaign may have registered more with the silent majority than those openly burning their Nike shoes in sensational YouTube videos.
From the Sunday after the announcement to Wednesday, sales on Nike's website rose 27% according to Edison Trends, a digital-commerce research company. Interestingly, sales for the same period in 2017 fell 2%.
Edison Trends co-founder Hetal Pandya confirmed the data their company had compiled since the campaign started in earnest.
"There was speculation that the Nike/Kaepernick campaign would lead to a drop in sales, but our data over the last week does not support that theory," said Pandya.
Nike's ad, which features a motivational message voiced by Kaepernick over images of athletes competing angered many when it was initially released, but has since garnered significant support. Big-name Nike ambassadors such as LeBron James and Serena Williams have voiced their support for the campaign and the embattled star who is embroiled in a law suit against the NFL over claims of collusion to keep him out of the league following his controversial decision to protest police brutality against African Americans by taking a knew during the national anthem.
Kaepernick first protested by sitting through the anthem, but after consultation with a veteran, felt kneeling would show the right amount of respect to the anthem, the flag and members of America's armed forces.
Despite numerous veterans voicing their agreement with Kaepernick, many still believe he has disrespected those serving in the military or other branches of the armed forces.