Nike’s favorability rating has plummeted after the brand rolled out an ad campaign featuring former NFL quarterback Colin Kaepernick.
The athletic apparel company’s favorability rating has dropped from 69 percent net favorability to 35 percent net favorability among American adults after the ad featuring Kaepernick was released, according to a Morning Consult report.
Kaepernick narrates the ad. About halfway through, he says, “Believe in something, even if it means sacrificing everything,” an apparent reference to his career as quarterback for the 49ers, which ended last year following his controversial decision to kneel while the national anthem was sung to protest injustice.
— CBS News (@CBSNews) September 5, 2018
Nike’s net favorability fell among all groups within the 8,000 people surveyed for the report. Among millennials, the company’s net favorability fell by 12 points, among African-Americans, the numbers fell by 8 points.
Nike’s net favorability fell among both Democrats and Republicans, but by very different margins. Among Republicans, the company’s net favorability fell by at least 75 points, and the number of Republicans likely to buy Nike products fell from 51 percent to 28 percent. Among Democrats, the company’s net favorability fell by 9 points and they are 5 percent less likely to purchase Nike products. Overall, Americans say they are 10 percent less likely to purchase Nike products since the ad campaign featuring Kaepernick was released.
President Trump predicted Wednesday that Nike would suffer losses due to its decision to feature an NFL-kneeler.
Last year, ESPN released a survey which revealed that NFL fans watched fewer games last year because of the anthem-protests.