Nike’s gamble of appointing the former NFL player Colin Kaepernick as the face of its most recent ad campaign appears to be paying off, with reports that the brand has sold 61 per cent more merchandise since its launch.
The online sales data, collated through research via Thomson Reuters Proprietary Research, flies in opposition of various suggestions – largely from President Donald Trump – that ‘Nike is getting absolutely killed with anger and boycotts.’
Kaepernick sparked national controversy by kneeling during the national anthem earlier this year. The former NFL player first tweeted the ad on Labor Day weekend in the US which ignited demands for a boycott of the company’s product from various sectors of the US market.
However, the Thomson Reuters research, as quoted by IOL, showed that the world’s largest sportswear maker sold out far more items between September 3rd and September 13th than in the 10-day period before the ad came out.
Nike also discounted fewer products in the same ten day period after the ad and even saw its Colin Kaepernick women’s jersey sell out on September 17th.
“These strong statistics reinforce the notion that Nike is standing firm and not just in a social context,” said Jharonne Martis, director of consumer research at Thomson Reuters.
Shares i Nike has also rebounded from an initial drop when the first versions of the ad were released, hitting a record high a little over a week later.