Monday, September 10, 2018

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:




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?

6 comments:

  1. It would be great if other companies followed Nike's lead and opted to go for the same demographic. Let the others fight over the Gullibillies and the Duck Dynasty crowd.

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    1. I'm sure the bandwagon will start soon, Mound.

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  2. What is really encouraging is that after 30 years business recognizes that generations after us baby boomers don't have strong loyalties to tradition. An article in the globe this morning on the Swedish election pointed out that all parties other than the big tent right of centre and left of centre gained seats. This along with the rise of the pirate party in Iceland and various narrowly focused parties throughout Europe means the the age of big tent something for everyone parties is coming to an end. The liberals and Conservatives at home are losing 5% of their core support that would vote a gorilla as long as they ran for the party every election as they die off. Unfortunately too many of us cling to life to mark our X on the next ballot.

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    1. You make a very good point here, Bill. As someone whom our generation revered once said, "The times, they are a changin'."

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  3. So Nike pays its employees overseas peanuts to manufacture the shoes to then give millions to Kaepernick to fight inequality and oppression? How ironic.

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    1. No one is suggesting that Nike's hands are clean, Anon. As I make clear in my post, altruism is not their motivation here.

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