Welcome to DU!
The truly grassroots left-of-center political community where regular people, not algorithms, drive the discussions and set the standards.
Join the community:
Create a free account
Support DU (and get rid of ads!):
Become a Star Member
Latest Breaking News
General Discussion
The DU Lounge
All Forums
Issue Forums
Culture Forums
Alliance Forums
Region Forums
Support Forums
Help & Search
General Discussion
Related: Editorials & Other Articles, Issue Forums, Alliance Forums, Region ForumsNike online sales soar, positive perception of Kaepernick is up too
https://www.gq.com/story/nike-sales-up-kaepernickUS-AMFOOT-NFL-MARKETING-NIKE-KAEPERNICK-POLITICS
ANGELA WEISS
Somehow the shoe burnings didn't work.
It's been a week since Nike announced the face of the thirtieth anniversary of its "Just Do It" campaign would be Colin Kaepernick. Surprising no one, the backlash arrived swiftly, with disgruntled white men setting their shoes on fire and defiantly chopping off the tops of their socks. People who are personally offended by Kaepernick's protest against police brutality even scrambled for a white athlete they could point to as more deserving, and for at least the second time they settled on Pat Tillman despite his family's explicit request that they knock it off.
Of course, there's nothing wrong with boycotts. They're an effective and time-tested way for people to exert power when they lack political influence. And for a moment, it seemed like mutilating socks and disrespecting widows was actually working, as Nike's stock dipped early in the week. But this victory for the sneaker-burners was short-lived. By Tuesday, Nike's online sales had jumped 31 percent (compared with 17 percent the year before during the same time period) and by the end of the week Nike had more than regained the drop in its stock. How does Nike account for this? According to MarketWatch:
Nikes most engaged audience persona is Made it and Know it, said 4C Chief Marketing Officer Aaron Goldman, one of 70 categories of consumers that 4C has identified by analyzing social-media engagement on a range of platforms. People in that bracket are generally successful in their careers and personal lives, are typically single with robust social lives, and like to spend money on entertainment and travel, as well as online streaming services.
Racial equality is a top concern for this audience, along with causes like clean-water access and gun control, Goldman said.
4C also found that positive perception of Kaepernick was up by the week's end. So Nike clearly wasn't betting on the demographics of consumers that were likely to destroy products they already paid for just to send a messageyou know, the type of folks who throw Keurig machines off of balconies to show solidarity with a conspiracy-peddler accused of being a slumlord. And as a bonus, getting Kaepernick as a spokesman preemptively keeps Nike from dealing with Nazi endorsements like the ones New Balance got late in 2016.
InfoView thread info, including edit history
TrashPut this thread in your Trash Can (My DU » Trash Can)
BookmarkAdd this thread to your Bookmarks (My DU » Bookmarks)
5 replies, 778 views
ShareGet links to this post and/or share on social media
AlertAlert this post for a rule violation
PowersThere are no powers you can use on this post
EditCannot edit other people's posts
ReplyReply to this post
EditCannot edit other people's posts
Rec (8)
ReplyReply to this post
5 replies
= new reply since forum marked as read
Highlight:
NoneDon't highlight anything
5 newestHighlight 5 most recent replies
Nike online sales soar, positive perception of Kaepernick is up too (Original Post)
Demovictory9
Sep 2018
OP
Initech
(100,105 posts)1. Hey Trumpers how's that boycott workin' for ya?
DesertRat
(27,995 posts)2. k&r
Awsi Dooger
(14,565 posts)3. Nike also has a new commercial featuring Caster Semenya
Not sure I've seen that mentioned here. She is the Olympic champion 800 meter runner who is facing possible reinstatement of treatments designed to lower her natural testosterone level.
Quite a high profile topic in the track and field world and the related forums.
Another example of a liberal approach by Nike:
Cha
(297,733 posts)5. Thanks for that, Awsi
Cha
(297,733 posts)4. This must make Kaepernick feel so good and
many of the Football Players who don't buy the shite that the Fraud is pushing.
I know it does me.. that was some dangerous shite trump tried throw on our country. Shame on the owners who cowered.