Nike sales spike in wake of Colin Kaepernick relationship

AP

What was Nike thinking? Nike was thinking, “Money, money, money, money. . . . MONEY!”

At its core, Nike’s decision to embrace Colin Kaepernick as one of the primary faces of the 30th anniversary “Just Do it” campaign is about one thing and one thing only: Making money.

Don’t get confused or distracted by notions of principle or a desire to be on the right side of history. A publicly-traded corporation with a fiduciary obligation to its shareholders, Nike exists not to be a beacon of freedom but a bastion of capitalism.

The goal today? Make money. Tomorrow? Make more money. The next day? Make even more money.

And that’s what has happened in the immediate aftermath of the decision to partner with Kaepernick. Despite the stock price fluctuation obsessions from right-leaning I-told-you-so pundits who hope to blame all the problems of modern American sports on anyone who: (1) thinks differently than they do; and (2) dares to say so, the numbers never lie. Via Fortune.com, Nike’s online sales grew 31 percent since Sunday. That’s nearly twice the growth (17 percent) from the same post-summer period of a year ago.

So, shockingly, a company that knows a thing or two about its target audience makes a move aimed at getting them to buy more stuff and, even more shockingly, they are.

Yes, Kaepernick started a movement two years ago. And now Nike has co-opted it, all in the name of making more money.

While some may debate whether Kaepernick’s conduct is uniquely American (it is), there’s nothing more American than Nike’s deliberate, strategic pursuit of the almighty dollar.

85 responses to “Nike sales spike in wake of Colin Kaepernick relationship

  1. My favorite is the people burning their Nike gear and posting it on social media. They already got your money you moron. I also read a guy posting how he was upset now that he had to choose between his country and his favorite shoe. Comedy gold…

  2. Clearly a money move. Most of the people mad at Kaepernick are in the New Balance years of their life. Meanwhile the young people who still ball are generally supportive of Kaep’s cause and they will flock to Nike.

  3. I just threw my Nikes away, but they were ten years old and my wife wouldn’t let me wear them in the house.

  4. Of course there’s an influx this week because the supporters are actively buying Nike this week. The decrease in sales will occur if over time the folks against this campaign choose another brand next time they need to buy shoes outweigh those who will actively buy shoes because of the ad campaign. Measuring this week to last is small portion of data tilted towards the side that’s for this campaign.

  5. Ugh. I hate these press releases where a big number is thrown out and everyone is encouraged to think its a success.

    I worked for a company that had the biggest rollout (expense wise) in their history and loved to trumpet first week sales. The product line was essentially dead in six months and heads rolled.

    Things not factored into that number-how much higher are Nikes prices than a year ago, have they recently rolled out new products, expenses, etc?

    Talk to me in six months after grandpa refuses to give little Johnny (the Nike target audience) money to buy Nikes.

  6. I would give it some time. Given the reported hit to their brand favorability, I expect that this is just a blip from those attempting to boost this particular message. If it lasts, then I guess Nike made a wise marketing decision. If not, then it was just a manufactured bubble. We shall see.

  7. mentallywoozy says:
    September 7, 2018 at 4:21 pm
    Clearly a money move. Most of the people mad at Kaepernick are in the New Balance years of their life. Meanwhile the young people who still ball are generally supportive of Kaep’s cause and they will flock to Nike.

    ////////

    53 here and will still buy Nike products – have not played in years. Don’t count us oldies out. Its Nike’s money and their PR nightmare if this blows up in their face not mine.

  8. buffalobillsfan77 says:
    September 7, 2018 at 4:26 pm
    Of course there’s an influx this week because the supporters are actively buying Nike this week. The decrease in sales will occur if over time the folks against this campaign choose another brand next time they need to buy shoes outweigh those who will actively buy shoes because of the ad campaign. Measuring this week to last is small portion of data tilted towards the side that’s for this campaign.

    ////////////

    Nailed it. People are so quick to claim victory these days.

  9. This marketing campaign was gold. Every person outraged by it, was talking Nike. Everyone supporting it, was talking Nike. It generated so much free advertisement that I am not shocked it rose in sales.

  10. I served my country, and I’m not upset when someone kneel’s because of people getting away with violating the democratic principles this country was founded upon. In fact, I’d encourage them to take up any means necessary to depose, defame and destroy these charlatan armchair patriots and their fascist tendencies.

  11. Kneeling is about deference and respect.

    If you believe anything other than that you are either:

    A. A racist who is trying to divert your attention from the horrible job you are doing as president.

    B. A sheep that believes whatever option A says.

  12. Whole those numbers are interesting, you may want to pump the brakes on declaring this campaign a success.
    I’ve been in retail for over 30 years…..you can’t measure the success or failure of any campaign on a couple days. When the numbers come in for a quarter or year I’ll give them credence.
    Declaring victory off a couple days of business is crazy.

  13. So apparently Mr. Trump doesn’t get with the athletic gear buying demographic.

    An old, ridiculously obese, white guy who plays a lot of golf can’t convince people to avoid buying soccer boots?

    Wow. Never saw that one coming.

  14. Last time I checked, Nike is a more successful business than Trump Org, and Phil Knight is worth more than Donald J. Trump. So, yeah, maybe Nike is on to something.

  15. A spike can be expected. Once my Nikes wear out they will be replace with a different brand. I’ve bought my last pair.

  16. Great move by Nike and even better job of posting this story about it. Ive been telling everyone that Nike was genius, as ithis campaign will unite most Gen X, millennials, and younger generations together to show they don’t agree with Trump and his rhetoric.

    On the surface, it’s about being accepting of others, embracing our differences and understanding that we may not all agree, but that doesn’t have to divide us. And naturally, it will ultimately lead to more sales. They are using Trumps tactics against him and it’s working.

  17. When that ad played, I felt a disturbance in the force. As if, a million souls cried out in agony. Then I thought, “get over it snowflakes”.

  18. Ahh, great news for a Friday afternoon.

    That’s right, racist losers aren’t needed as a consumer in ANY BUSINESS. Go on and be a bigoted loser, take your ball and go home. The world has passed you by.

  19. The right is wrong again. This advertising campaign is a smashing success. Love all the righties that said they were gonna short Nike stock that wouldn’t even know how to buy. Watch what happens. Trump the brilliant businessman, lol

  20. It makes sense to me. Their target consumer is likely under 30…..Id say that the majority of people 30 and younger would side more with Kap and the way he feels about issues. I disagree with it but from a business standpoint Nike probably made a smart move.

  21. “Via Fortune.com, Nike’s online sales grew 31 percent since Sunday. That’s nearly twice the growth (17 percent) from the same post-summer period of a year ago.”

    So less than one week of online sales proves an entire marketing campaign is a success?

  22. Nike knew they were losing a demographic to other brands this is simply a marketing ploy that they are falling for, marketing 101.

  23. If Kaep wasn’t good for business Nike would have known it long before his haters did. Most of you don’t have a clue on how much market research they do on every little move.

  24. “the numbers never lie.”

    Touting short term profit from a long term financial decision? I myself would wait this one out, I’ve seen this show before.

  25. I like all the people on here saying ‘woh it’s just one week of sales’ but were on here on Monday laughing at Nike stock falling 3.2%.

  26. I served my country, and I’m not upset when someone kneel’s because of people getting away with violating the democratic principles this country was founded upon. In fact, I’d encourage them to take up any means necessary to depose, defame and destroy these charlatan armchair patriots and their fascist tendencies.
    ———————————–
    Well said my friend, well said!

  27. this is such bologna, you know someone at NIKE bought their own gear just to make it look like they made more money, all games, you think NIKE cares about a cause? how about their sweat shops? they knew they could make colin their muppet for political gain, nothing more

  28. Online sales (roughly 2 billon) represent about 6% of Nike’s overall sales for a year. And this snapshot represents a one week section of that. The sales INCREASE was double the previous year. Not total sales, just the percentage increase. If sales were evenly distributed through the year (they aren’t) Nike does weekly about $39 million. If last year sales this week increased 17%, but this year bumped up 31%, that means Nike increased their sales volume online by about $12 Million, which is pretty baller, right? Except their one day stock loss represented a market cap loss of 3.75 BILLION dollars. So yes, while their sales might have spiked in the short term, they gotta sell a lot more shoes than that to make up for the market it they took. A little early to declare victory.

  29. Not an expert in NKE, but here are a few facts:
    1- it’s North American business has been severely lagging. Adidas has started to eat away at its NA market share
    2- 60% of its business is generated from outside NA

    Nike has to do something to bring back it’s cool factor and fight back Adidas. The Kap / new Just do it campaign will resonate outside the US and have zero negative impact.

  30. Nike’s stock overall has been way up since January of 2016 along with most other companies. I can’t think of why that would be. I wouldn’t declare victory yet. It will take time. I can guarantee you there are a lot of people that are done with Nike.

  31. Even the Brown’s think they are going to the super bowl then time happens and Nike will be down for good.

  32. madmike66 says:
    September 7, 2018 at 5:06 pm
    Online sales (roughly 2 billon) represent about 6% of Nike’s overall sales for a year. And this snapshot represents a one week section of that. The sales INCREASE was double the previous year. Not total sales, just the percentage increase. If sales were evenly distributed through the year (they aren’t) Nike does weekly about $39 million. If last year sales this week increased 17%, but this year bumped up 31%, that means Nike increased their sales volume online by about $12 Million, which is pretty baller, right? Except their one day stock loss represented a market cap loss of 3.75 BILLION dollars. So yes, while their sales might have spiked in the short term, they gotta sell a lot more shoes than that to make up for the market it they took. A little early to declare victory.

    Oh boy, Madmike66. Ugh, their is no instantaneous day-day relationship of stock price (market cap) to selling more shoes. The market dropped because investors “think” sales will be impacted negatively. Once they report actual sales, investors will react to actual data. And the stock price is only $3 off it’s ALL TIME HIGH. Nike made a “bet” that increased exposure and brand positioning will far exceed a few boycotters of the brand. They’ll be able to track pretty easily their sales trends and the positive / negative impact to the total sales pie.

  33. Money grab by Nike and Kap. You really think they care about your issues? Reality will set in once this “feel good” movement fades and reality once again will set in.

  34. Liberalsruineverything says:
    September 7, 2018 at 5:16 pm

    Nike’s stock overall has been way up since January of 2016

    ——————
    I like how you left out that it’s been rising since years before 2016 too. But I guess your right in statement that it’s kept rising since then too.

  35. Keep in mind-Kids are also going back to school, Summer is over so they are getting back to school sneaks plus getting rid of the flip-fops for Jordans. Also, pretty much every retail store had huge sales this week for Labor day and to get rid of their remaining summer stock. That will account for a lot of the increase. Coupled with the fact everyone is talking about them- “no such thing as bad publicity.”…let’s see if it lasts…

    I don’t expect Nike to go bankrupt, but they will not benefit from this in thee long run. Sports is a sanctuary from politics, it is NEVER a smart business decision to combine the two.

  36. Maybe we are s – l – o – w – l -y coming to the collective realization that the man kneeling for the anthem to support oppression is a heck of a lot more American than the man collaborating with Russia to win elections and destroy our country.

  37. could not dislike a company or a person any more than these two, can we just move on to something positive!

  38. It appears like Soros and his paid minions are buying a lot of shoes to cover for Nike’s almost 4 billion dollar loss over signing Kaepernick. They’ll have to sell a whole of shoes to cover that 4 billion dollar loss. Let’s see where Nike is a year from now.

  39. Maybe if Nike was doing something like donating a % of the profits towards the cause then it would actually mean something.

    Like the article says this is all about $. Going out and buying Nike products is in no helping against police mistreatment of minorities and just another way for a multi million dollar organization to grab headlines.

  40. minneanderthals says:
    September 7, 2018 at 4:34 pm
    Kneeling is about deference and respect.

    If you believe anything other than that you are either:

    A. A racist who is trying to divert your attention from the horrible job you are doing as president.

    B. A sheep that believes whatever option A says.

    ——————

    Not standing for the Anthem will never be respectful, regardless of the reasons.

  41. Nike doesn’t need Kaepernick to sell shoes long term. They needed Jordan for that. Kaepernick was used for that immediate spike this week, just like Nike will use another athlete for the next spike. This isn’t their only marketing strategy. People need to stop being sheep. No one cares what we think, right or left. No one cares. It’s all about the benjamins.

  42. youngnoizecom says:
    September 7, 2018 at 4:09 pm
    Anybody well-versed in marketing understands that this was a powerful play. Standing on the right side of history is extremely profitable. Ask Muhammad Ali.

    199 212 Rate This
    ——————————————————————————
    Profitable, and I’d hope just the decent thing to do!

    One other thing to remember: Nike is a WORLDWIDE company. Not everyone around the world is on America’s junk like America likes to think they are. Even if you take a hit in the States, people will like this elsewhere. America: possibly not as civilized as advertised.

  43. I wonder when Kap is going to help the poor people making those shoes, help them have there pay raised to a better level, or is he in it for his own pocket. What happen to his taken a knee for his cause, so much for its all about ME Kap. Bill

  44. papathorson says:
    September 7, 2018 at 5:55 pm
    It appears like Soros and his paid minions are buying a lot of shoes to cover for Nike’s almost 4 billion dollar loss over signing Kaepernick. They’ll have to sell a whole of shoes to cover that 4 billion dollar loss. Let’s see where Nike is a year from now.

    _________________________

    Do you check your closet and under your bed to make sure George Soros isn’t hiding there?

  45. If NIKE came out with an anti-protest ad dropping Kaepernick & no longer endorsing him, you same people saying its about money would be praising NIKE for showing patriotism

    Yet that very ad would be making
    Fact is, yes NIKE isaking money as they should money as well

    But what’s most upsetting is they’re allowing Colin Kaepernick to capitalize monetarily while advancing his cause & the fight against police brutality

    This also pours salt in the recent wound of the Court allowing Kaep’s Collusion case to continue vs dismissing it

    Americans nor America is blind, stupid, or insane
    Voters smart enough to elect are also smart enough to reason & see their mistakes

    So elected officials beware
    Traditional foundations of bigotry, elitists, pride & deceit are being exposed

    This President many are supporting vs his citizen(s) who protest has trampled the US flag underfoot in an International stage (Russian Summit)
    &
    Threw his own Intel under the bus while siding with a Kremlin & pissed on E-V-E-R-Y single veteran/deceased veteran that has served

    Myself being one of America’s vets who’s greatly aggrieved by not only our Presidents conduct, but the acceptance of his many constiuents & supporters who might need our votes to be elected and/or reelected

    The Green Beret who advised Colin Kaepernick to kneel vs sitting was not offended & neither are many others like myself

    But more importantly,
    Even if we were offended we knew we were sacrificing for people opposed to our beliefs before. during, & after our serving our great nation

    That’s as patriotic as it gets
    Being willing to die for someone on the polar opposite of what you stand for

    Just where is America’s pulse?
    Where is it’s conscience?
    Who is her GOD?

  46. You all act like this is Nike first rodeo!! This has been going on for years. They have chosen many sports figures to represent them during that figures discrepancies and still came out on top. Nike is the top selling shoe in America. It’s not going anywhere just because you mad. American athletes are the no1 purchaser of them. From professional players who collect and wear and sponsor them to kids in high school. Your boycott is a drop in the bucket compared to purchasers. They won’t go under our lose that much and they know it.
    Just like those who have represented them in the past and are now forgotten so to will Kaepernick.

  47. You all act like this is Nike first rodeo!! This has been going on for years. They have chosen many sports figures to represent them during that figures discrepancies and still came out on top. Nike is the top selling shoe in America. It’s not going anywhere just because you mad. American athletes are the no.#1 purchaser of them. From professional players who collect, wear and sponsor them to kids in high school. Your boycott is a drop in the bucket compared to purchasers. They won’t go under or lose that much and they know it.
    Just like those who have represented them in the past and are now forgotten so to will Kaepernick.

  48. I appreciate all the haters out there who have made this deal possible, and as a result my Portfolio is climbing from an unexpected source.

  49. We are living in an era of woke capitalism in which companies pretend to care about social justice to people who pretend to hate capitalism.

  50. “my Portfolio is climbing from an unexpected source.”

    No it’s not. Nike stock lost >$4b market cap in one day less than a week ago and still hasn’t recovered. #Poser

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