A new survey by Morning Consult says that since Nike debuted its stunning new Colin Kaepernick ad, the brand’s favorability and consumer purchase consideration have significantly sunk. According to the survey, before the Kaepernick announcement, Nike had a net +69 favorable impression among consumers. That has now dropped by 34 points to +35 favorable. Before the ad, 49% of Americans said they were absolutely certain or very likely to buy Nike products, and that figure is down to 39% now.
Why it’s hot:
Not surprisingly, Nike’s favorability has dropped dramatically among Republicans and baby boomers who are unlikely to agree with Nike’s messaging. It’ll be important to see how these numbers change in a few months since their overall favorability has dropped significantly among all American adults. This might be a case study on whether or not large brands should get involved in polarizing political discussions and how they might be alienating certain consumers by picking a side in a very divided America.