Nike’s deal with the controversial American Football star, Colin Kaepernick has generated serious backlash on Twitter and other social media. The deal has created a serious media buzz nationwide. In fact, the Sportswear giant has reported a downfall in “market capitalization”, which has dropped to about $3.4 billion, since the latest advertisement campaign, featuring the controversial Football quarterback/activist was released.

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO

— Colin Kaepernick (@Kaepernick7) September 3, 2018

However, the media fuzzy that followed the release of the Nike’s Kaepernick ad campaign; just do it, is now turning out to be a “blessing in disguise”. According to the latest estimates by Apex marketing group, as reported by Bloomberg, the value of the media exposure to the campaign, ever since it was released, has been set at over $163million.

Interestingly, the ad was estimated to have raked in about $43million from media exposure, only 24 hours after the ad campaign was launched. The estimated values of the media reactions are categorized by Apex marketing group as follow;

• Positive reactions/reviews of the campaign has generated about 40%  ($65.58million) of the total estimated value.
• Indifferent views (Neutral reactions) have contributed about 30% ($48.84million) to total estimated value of $163million.
• Negative reactions (which is obviously the major buzz) to the ad campaign has also contributed about 30% ($49.08million) of the total estimated value of the media exposure.

Furthermore, given the controversy and the media exposure that followed, Nike’s stock value, as of Thursday, September 6, 2018, has risen up to 0.94% in the stock market.

Colin Kaepernick is an American Football star (a former star of the San Fransisco 49er), who is known for his outspoken style. He is a controversial figure, who is notorious for his combative-activism stance in curbing the major social menaces, ravaging the American society. He’s led several protests among sports professional and others, against issues such as “Police brutality, racism and so on. To some people, Colin Kaepernick is a hero; to others, he’s a villain (who promotes hate and violence). It’s obvious which side Nike Inc. falls.

Don’t ask if your dreams are crazy. Ask if they’re crazy enough. #justdoit pic.twitter.com/Wd5L42egV8

— Nike (@Nike) September 5, 2018

One of the prominent figures to have criticized the partnership between Nike and Colin Kaepernick is the president of the United States, Donald Trump. Trump, who is a known critic of the NFL (National Football League), described the endorsement of Kaepernick by Nike as a “terrible decision”.

Some fans have gone “extreme” with their reactions, to the point of some burning their Nike gears and calling for a nationwide boycott of the Sports gears manufacturer’s products.

Conversely, the NFL, as well as other top sports professionals across the country (including the NBA superstar, LeBron James) have backed the endorsement deal and ad campaign, by reiterating their commitment in using sport as a tool to address some (if not all) of these social issues.

The NFL executive vice president of communication and public affairs, Jocelyn Moore, reiterated that the NFL embraces the role and responsibility of everyone associated with the NFL, in promoting positive changes in the society. Moore stressed further by outlining the things the NFL executives and stars have done, towards addressing and curbing the rampaging social issues in the American society. One of such things is “raising funds and financially supporting social events”.

The index of the media exposure of the ad campaign, as the highlight above, indicates the deal and campaign ad are likely to further increase the popularity of the Kaepernick (and his cause), as well as that of the apparel giant, financially and otherwise.

The media buzz is unlikely to stop anytime soon. In all these, Nike and Colin Kaepernick are the likely winners, as the controversy has resulted, significantly, to the growing awareness of some of the social issues in the American society and the need to address these issues.

Just do it!

Source: Bloomberg