Nike’s online sales jumped 31% after company unveiled Kaepernick campaign, data show

To be sure, Nike has taken some flak from customers who oppose the NFL player’s actions. Sentiment toward the brand dropped 38% on Sunday and Monday, according to 4C, but it’s not all bad news.

Nike’s 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.

‘You can be darn sure that Nike has done its research and knows what will move its product and who this campaign will resonate with. They are the ones [Nike has] decided will be its future customers, so, if others are getting upset, [Nike has] planned for that, and it doesn’t care.’

Aaron Goldman, 4C Insights

Sentiment toward Kaepernick actually improved by 40% this week, he said.

“You can be darn sure that Nike has done its research and knows what will move its product and who this campaign will resonate with,” said Goldman. “They are the ones [Nike has] decided will be its future customers, so, if others are getting upset, [Nike has] planned for that, and it doesn’t care.”

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