New York, NY - A media polling firm reported that Nike’s favorability among consumers dropped considerably after it announced its decision to feature former National Football League quarterback Colin Kaepernick in an advertising campaign.
The national polling firm Morning Consult reported that consumer opinions about Nike’s brand have fallen across nearly every demographic.
Before the announcement, Nike had a net +69 favorable impression among consumers. It declined to +35 favorable after the announcement.
Morning Consult also reported that Nike’s favorability declined among key demographics including younger generation consumers, Nike users and African Americans.
The impact on the Nike ad on the NFL was small. The polling firm stated that 40 percent of consumers said Nike’s campaign does not make them more or less likely to watch or attend NFL games.
There were 21 percent who said they were more likely, 26 percent said less likely and 14 percent said they didn’t know.
Before Nike chose to feature Kaepernick in its ad campaign, only two percent of Americans said they heard something negative about Nike. That number jumped to 33 percent after the Nike campaign was launched, according to the polling numbers.
Before the ad was announced, 49 percent of Americans said they would likely buy Nike products. That dropped to 39 percent after the ad was announced.
The report included more than 8,000 interviews with American adults. There were 1,694 interviews before the Kaepernick campaign was launched and 5,481 interviews after Nike announced its decision.
Morning Consult also did a survey that included 1,168 adults in the U.S. and asked about their views on Nike’s decision to feature Kaepernick in its ad campaign.
Morning Consult was created in 2013. It specializes in online surveys and market research. It has worked with the New York Times and other national news agencies on polling and surveys.
Nike's campaign features Kaepernick with the words "Believe in something. Even if it means sacrificing everything."
Kaepernick's "sacrifice" is an apparent reference to the former NFL player's inability to get re-hired after voluntarily quitting the NFL.
The "believe in something," is an apparent reference to Kaepernick calling police officers murderers, and kneeling in protest to the American flag.
Blue Lives Matter has called for a boycott of Nike for promoting Kaepernick's "sacrifice" which involves pushing a false narrative of police murdering black people.
“The choice of Colin Kaepernick by Nike to be 'the Face' of their 30th Anniversary Campaign is an affront to every American law enforcement officer," Blue Lives Matter's National Spokesman, Randy Sutton said.
"Nike’s pandering to Kaepernick’s brand of politically correct hate mongering against those who serve this Nation behind a badge and the disrespect he has sown to the symbols of love of our country reveals how corrupt Nike has become," Sutton added. "When an organization is more concerned with profits than with the values of justice and service that thousands have given their lives to preserve, they reveal what they truly stand for....greed and dishonor.”
As an organization, Blue Lives Matter tends to avoid calling for boycotts. A company needs to do something exceptional to prompt a boycott call from Blue Lives Matter.
Blue Lives Matter has previously called for only one other boycott, in response to Ben & Jerry's marketing campaign promoting the false narrative of Black Lives Matter.
President Donald Trump has been critical of Nike’s decision to feature Kaepernick in its advertising campaign.
“I think it’s a terrible message that they’re sending and the purpose of them doing it, maybe there’s a reason for them doing it,” President Trump told The Daily Caller. “But I think as far as sending a message, I think it’s a terrible message and a message that shouldn’t be sent. There’s no reason for it.”