Nike’s Favorability Takes a Plunging Dive After Releasing Colin Kaepernick ‘Just Do It’ Ads

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It turns out that their market value was not the only thing that took a hit at Nike. A recent report also shows Nike’s favorability also took a dive after releasing new “Just Do It” ads featuring Colin Kaepernick.

Morning Consult reports Nike had a “net +69 favorable impression among consumers, it has now declined 34 points to +35 favorable.”

They further found the key demographics Nike was targeting, “younger generations, Nike users, [and] African Americans,” saw a decrease in their favorability view among the groups.

Morning Consult

Groups like the National Association of Police Organizations (NAPO) have called for a boycott of Nike products.

“Mr. Kaepernick is known, not as a successful athlete, but as a shallow dilettante seeking to gain notoriety by disrespecting the flag for which so many Americans have fought and died,” NAPO president, Michael McHale, wrote to Nike CEO, Mark Parker.

“Adding to the insult is the image of Mr. Kaepernick from the campaign featuring the quote ‘Believe in something. Even if it means sacrificing everything’ … To truly understand what it means to ‘believe in something’ and ‘sacrifice everything,’ you should look to Arlington National Cemetery, or to the National Law Enforcement Officers’ Memorial in Washington, D.C., or to the trauma unit of a military hospital,” McHale added.

Morning Consult did find 39 percent of those surveyed said they were “absolutely certain or very likely to buy Nike products” after the release of the ads, which is down 10 percent from before.

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