The Kaepernick Effect

I recently wrote a post entitled, The Vindication of Colin Kaepernick, in which I opined on the decision by Nike to use the former NFLer for a new advertising campaign. I subsequently received a request by an American website entitled Writer Beat to use the piece. The commentary it received from readers there says a great deal about how polarizing a figure the former football player is. You can read that commentary here.

It is to state the obvious that some Americans are far more interested in observing the outward forms of patriotism than they are in practising true love of country and the principles it purports to represent. Otherwise, the widespread intolerance expressed toward someone engaging in a protest against discrimination and police mistreatment of Black people by genuflecting during the anthem can only be reduced to the most obvious conclusion: Kaepernick is simply an excuse for racist rants.

The good news, however, is that despite the outrage and the burning of Nike shoes, Nike is seeing a definite increase in sales of their products:

After an initial dip immediately after the news broke, Nike’s NKE, +1.10% online sales actually grew 31% from the Sunday of Labor Day weekend through Tuesday, as compared with a 17% gain recorded for the same period of 2017, according to San Francisco–based Edison Trends.

Those in a particular consumer bracket seem to explain this boost in sales:

People in that bracket are generally successful in their careers and personal lives, are typically single with robust social lives, and like to spend money on entertainment and travel, as well as online streaming services.

“Racial equality is a top concern for this audience, along with causes like clean-water access and gun control,” [4C Chief Marketing Officer] Goldman said.

Sentiment toward Kaepernick actually improved by 40% this week, he said.

“You can be darn sure that Nike has done its research and knows what will move its product and who this campaign will resonate with,” said Goldman. “They are the ones [Nike has] decided will be its future customers, so, if others are getting upset, [Nike has] planned for that, and it doesn’t care.”

In other words younger, more educated and socially engaged people are the target for this campaign, although it is hard to see how anyone could resist the allure of this recently-released commercial:

Believe in something. Even if it means sacrificing everything. #JustDoIt pic.twitter.com/x5TnU7Z51i

— Colin Kaepernick (@Kaepernick7) September 5, 2018

It would be naive to think that Nike is motivated by altruism in taking the bold step it has, and there will always be those who fight vigorously against progress. Nonetheless, if some inspiration and reduced barriers are the result, isn't it all to the good?