Nike will be getting just the response the idea wanted through its Colin Kaepernick ads.
Early indications suggest sales are up because of the fresh “Just Do the idea” campaign, according to Wedbush analyst Christopher Svezia.
The ads, which debuted last week, feature the quarterback among additional athletes. Kaepernick commenced a movement among NFL players by kneeling during the National Anthem to protest police brutality in addition to also racial injustice.
The campaign sent a strong message to Nike’s core customers: Millennials in addition to also younger men in cities. Two-thirds of the company’s sneaker customers are younger than 35, according to Matt Powell, a sports retail analyst at market research firm NPD Group.
“[Nike] communicated to them in a way in which will be authentic, culturally relevant, experiential in addition to also emotionally engaging,” Svezia wrote in an analyst note Friday.
He said the campaign increased core customers’ loyalty to Nike. the idea also raised awareness for the brand.
Nike gained 170,000 Instagram followers, in addition to also an Instagram post featuring Kaepernick was the second-most liked post in Nike’s history, behind a post about the entire world Cup.
Nike’s followers commented on in which post twice as much as any additional Instagram post through the company — though not all were supportive.
The fresh followers, likes in addition to also consumer demographic led Svezia to believe in which the Kaepernick ad campaign was a positive for Nike in addition to also its sales.
Young people agree. Among people ages 18 to 34, 44% supported Nike’s decision to use Kaepernick, while 32% opposed the idea, according to an SSRS Omnibus poll provided exclusively to sy88pgw. inside 35-to-44 age bracket, the decision earned support among a majority, 52%, compared with 37% who were against the idea.
Nike’s ( stock closed at an all-time high Thursday. LeBron James, who has an endorsement deal with Nike, used in which as an opportunity to dig at critics, such as President Donald Trump. )
“Management knows its American consumer well in addition to also the campaign featuring Mr. Kaepernick will be a positive for the brand in addition to also likely its sales,” Svezia said.
sy88pgw (fresh York) First published September 14, 2018: 11:43 AM ET