Daring to take a political stand has become a new paradigm for brands, as they seek to connect with a younger generation and changing political views, said Goldman.
“A company like Procter & Gamble PG, +0.19% that makes products for everyone from young to old, male and female, are not going to do something controversial that might alienate half their audience. But a company like REI can take a stance on national parks, because they know that is really important for their customers.”
The outdoor-pursuits retailer REI was one of the companies that hit back against Trump’s executive order late last year that would dramatically reduce the size of two national monuments in Utah.
Oppenheimer analyst Brian Nagel commended Nike for its “more edgy, risky” campaign, while refreshing the three-decades-old “Just Do It” slogan.
“The extensive roster of athletes and their powerful stories are core to the company’s stepped-up efforts in reaching a younger demographic,” Nagel wrote in a note earlier this week.
The Kaepernick campaign “is clearly an effective way to make some noise in the industry, regardless of any political bent. Over time, for Nike, we think the power of the messaging from this new broader campaign is apt to overshadow any potential backlash, near term, in our view,” Nagel wrote.
Article Appeared @https://www.marketwatch.com/story/nikes-online-sales-jumped-31-after-company-unveiled-kaepernick-campaign-2018-09-07