Although some called for people to boycott Nike after the item unveiled a campaign featuring former NFL quarterback Colin Kaepernick, the company’s sales have been left unscathed, according to an online commerce data research group.
Edison Trends found which Nike’s controversial bet to feature Kaepernick in its 30th anniversary Just Do the item campaign last week has driven up online sales even during the post–Labor Day sales slump. Kaepernick, the former quarterback of the San Francisco 49ers, inspired a wave of athletes to join him in protesting police violence in addition to racial inequality within the US by kneeling during the national anthem at games.
“People know there will be a Labor Day sale in addition to they’ll buy what they want to buy, in addition to after the sale, there is actually little bit of a dip normally,” Hetal Pandya, cofounder of Edison Trends, told BuzzFeed News. “although This particular year they didn’t see which drop on Tuesday in addition to Wednesday because of the buzz.”
Edison Trends analyzed purchases via 3 million Americans’ anonymized in addition to aggregated email receipts across more than 0 US retail outlets in addition to Nike.com. The San Francisco–based company found Nike’s online sales grew 31% via the Sunday of Labor Day weekend through which Tuesday, compared to a 17% uptick during the same time last year, according to Edison Trends.
Sales declined by 18% on the Tuesday after Labor Day, although returned to around the same level they were before Kaepernick’s ad campaign debuted. This particular year, over the week between Labor Day in addition to the following Sunday, Edison Trends found which Nike’s online sales decreased 9% overall, although This particular dip was far less than the 32% dive the item took during the same time last year.
Nike’s campaign, which features Kaepernick in addition to the phrase “Believe in something, even if the item means sacrificing everything,” provoked both positive in addition to negative responses.
President Trump, who urged NFL team owners last year to fire players who follow Kaepernick’s lead in addition to refuse to stand during the national anthem, criticized Nike’s ad campaign. “Just like the NFL, whose ratings have gone WAY DOWN, Nike is actually getting absolutely killed with anger in addition to boycotts,” Trump said in a tweet last week. “I wonder if they had any idea which the item would likely be This particular way? As far as the NFL is actually concerned, I just find the item hard to watch, in addition to always will, until they stand for the FLAG!”
Some Nike customers also tweeted about burning their sneakers in protest of the message.
although the campaign appears to have drawn as much support as ire. A Quinnipiac University poll showed 49% respondents support Nike’s decision to feature Kaepernick in its campaign, compared to 37% who don’t support the ads. The university poll also found a distinct age gap among respondents — 67% of voters ages 18 to 34 approved of Nike’s decision, with only 21% of people in This particular age range disapproving. Meanwhile, 46% of voters 65 years in addition to older disapproved the decision, compared to 39% who did approve.
Trump’s tweets about how Nike would likely face consequences for featuring Kaepernick spurred Edison Trends to analyze whether the president’s criticisms would likely cut sales.
“which was the internal question — would likely This particular stop people via buying Nike shoes? Does Trump have a say over what people wear on their feet?” said Pandya. Considering the data shows Nike’s ad campaign has actually boosted sales, Pandya said the analysis shows “how companies can take a side” without hurting their bottom lines.
As of Friday, Nike’s stock had rallied to an all-time high of $83.44 during morning trading.