Nike’s latest controversial campaign has scored a touchdown and a two-point conversion.
Nike celebrated the 30th Anniversary of its “Just Do It” slogan this September with a campaign launch just a few days before the first game of the 2018 NFL season. Colin Kaepernick, an NFL player and one of the faces of the campaign, posted a black-and-white close-up of himself on his social media accounts featuring the Nike logo and “Just do it” slogan along with the quote, “Believe in something. Even if it means sacrificing everything.”
To add perspective, in 2016, Kaepernick began kneeling during the national anthem as a protest against racism and was joined by a few other players embracing the protest. Kaepernick and another former 49ers player, Eric Reid, have not been signed by any of the NFL’s 32 teams since their protests spread around the league.
Although controversial, experts have predicted that the campaign’s impact on sales will be positive. Data analyzed in the Near platform corroborates this prediction, seeing a 9% increase in Daily Average Footfall across Nike stores in the US, a month after the launch of the campaign.
Given the timing of the campaign, the bump in foot traffic followed by the onset of the holiday season implies a definite possibility of an increase in sales and earnings.
With Nike traditionally targeting millennials and Gen-Z consumers, the majority of whom tend to associate more with brands that take a visible social stance, it seems that Nike has struck gold. Data in the platform corroborated this fact as well — 56% of visitors to Nike stores in October are 18–35 years old.
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