Posted on 09/06/2018 7:02:21 AM PDT by TigerClaws
A new report from Morning Consult reveals consumer opinions of Nike have shifted rapidly since announcing their new campaign with former NFL quarterback Colin Kaepernick. Across nearly every demographic, perceptions of Nike’s brand have fallen, including among key consumer groups.
The report features over 8,000 interviews conducted among American adults, including 1,694 interviews pre-campaign launch (8/26/18 – 9/3/18) and 5,481 interviews post-campaign launch (9/4/18 – 9/5/18). Additionally, Morning Consult conducted a study among 1,168 adults in the U.S. about Nike’s ad and the decision to choose Kaepernick as the face of the campaign.
Key Findings
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. The Effect on the NFL Seems Small, For Now: Forty percent of consumers said Nike’s campaign does not make them more or less likely to watch/attend NFL games — 21 percent said more likely and 26 percent said less likely (14 percent didn’t know).
Nike’s Reputation Takes A Hit Overall and Across Key Demographics
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. Calls for boycotts have drawn heavy media attention, and Morning Consult’s data suggests they may be more than empty threats. Among Republicans, those likely to purchase Nike goods dropped from 51 percent to 28 percent. Americans Divided on Nike’s Selection of Colin Kaepernick as Face of “Just Do It” Campaign, Nike Customers Generally Support Decision
In addition to the brand tracking data detailed above, Morning Consult ran a nationally-representative poll specifically about the campaign ad to gauge awareness of the campaign and how it is affecting the company’s brand.
The survey finds that Nike’s campaign made immediate waves, with 61 percent of respondents saying they had heard a lot or some news about it.
Americans are split on how appropriate the ad campaign is, as 39 percent of consumers said it was appropriate to make him the face of their campaign, while 38 percent said inappropriate. Fifty percent of those who said they wear Nike at least once a month support the decision, compared with 30 percent who do not.
If they want to have their “sole” market in the ghettos, then they better find a way to have folks buy them with food stamps.
“Just Burn It”
We need an online pledge to “Never Buy Nike Again”. I believe millions would sign it. It would help keep this in people’s memory bank.
So, do they hold out until it all passes, double down, or come with hat in hand begging forgiveness for their foolishness?
I don’t think people put off by an America-hating spoiled black millionaire are Nike’s strongest customer base anyway.
If I see any Nike commercials, I’ll change the channel instantly. What in the world were they thinking?
Food Stamps are long gone.
It’s EBT / SNAP now...................
To hell with the customers ,oops
This job/company would be great if it wasn’t for the f**//ing customers. /s
Nike will now have to rely more on non-USA sales to keep the company afloat. And Nike could face the prospect of losing sponsorships of college football teams, too.
I’m really hoping that Dicks Sporting Goods is massively overstocked on Nike.
Actions speak louder than online pledges.
They may have conflated People Who Steal Nike Shoes with People Who Buy Nike Shoes.
They made their choice - America haters. I will rejoice when nike declares bankruptcy.
Doh!
I will never buy Nike anything again. Nor Levis. They are dead to me.
Surprise, surprise. Yes, Just Burn It. We have a few Nike items in the house, won’t be buying more.
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