Get Woke, Go Broke

Website Morning Consult reports results of a poll they completed after Nike announced the Colin Kaepernick choice as spox for their ad campaign. The results can most succinctly be summarized with the rhyming couplet: “Get woke, go broke.”

Nike’s Favorability Drops by Double Digits: Before the announcement, Nike had a net +69 favorable impression among consumers, it has now declined 34 points to +35 favorable.

No Boost Among Key Demos: Among younger generations, Nike users, African Americans, and other key demographics, Nike’s favorability declined rather than improved.

Purchasing Consideration Also Down: Before the announcement, 49 percent of Americans said they were absolutely certain or very likely to buy Nike products. That figure is down to 39 percent now.

Before Kaepernick was revealed as the face of Nike’s campaign, only two percent of Americans reported hearing something negative about Nike. After the launch, that jumped to 33 percent. As the negative buzz set in, consumer sentiment followed, with favorability and purchasing consideration dropping.

The Old Management Prof believes Nike “chose poorly,” with hat tip to the aged grail-guarding Templar in Indiana Jones III.