Despite early reactionary setbacks to Nike’s reputation following the company’s decision to include former quarterback Colin Kaepernick as the face of the company’s new “Just Do It” campaign, a new report from Morning Consult finds the company’s standing has rebounded among the company’s core demographics.
Morning Consult surveys between 300 and 500 U.S. adults on average per day on Nike’s brand through Morning Consult Intelligence, the company’s brand management platform. Each data point in the report is based on five-day rolling averages.
Key highlights:
- Nike’s Favorability Recovers Following Ad Fallout: Following the Kaepernick announcement, Nike’s net favorability dropped 34 points in two days from a net favorable rating of +69 on Sept. 3 to a +35 by Sept. 5. Now, Nike is slowly bouncing back, with its current net favorability standing at +39 as of Tuesday, up from plus 28 on Sept. 12, its lowest mark since Morning Consult began tracking the company in October 2016.
- Purchasing Consideration Up Among Key Demos: Purchasing consideration is seeing a stronger return to its pre-announcement numbers. Currently, the number stands at 62 percent, down just seven points from its pre-campaign level of 69 percent on Sept. 3.
- As of Sept. 18, the share of people who said they are “absolutely certain” they will purchase Nike products has grown among all consumers, with jumps found among African-Americans, young adults and those who live in urban areas and those who voted for Hillary Clinton in the 2016 presidential election.
Morning Consult tracks the reputation of over 2,000 brands every day through its software platform Morning Consult Intelligence.
