Remember back in September when Conservative-leaning Americans were so mad about Colin Kaepernick’s appearance in Nike’s new ad campaign that they were literally setting their shoes on fire?
Those same Americans were even stating that the company’s choice to use the controversial ex-NFLer — Kaepernick had knelt during the national anthem starting in 2016 to protest the oppression of people of colour — would severely impact Nike’s financial well-being in the long run.
The ad was first aired in early September, and social media was soon filled with angry people swearing off the brand. Videos were even posted showing Nike shoes being burned, clothing being ripped apart, and boycotters promising that the company made a poor choice by daring to show the ex-San Francisco 49er on their screens.
Get Woke, Go Broke! EVEN IF IT MEANS SACRIFICING EVERYTHING… Market cap down 4 billion and counting. How low can you go?
— NotNewsChannel (@Not_NewsChannel) September 5, 2018
— PlanetOfRebelsTv (@Planetofrebels) September 11, 2018
Just like the NFL, whose ratings have gone WAY DOWN, Nike is getting absolutely killed with anger and boycotts. I wonder if they had any idea that it would be this way? As far as the NFL is concerned, I just find it hard to watch, and always will, until they stand for the FLAG!
— Donald J. Trump (@realDonaldTrump) September 5, 2018
Well, apparently there weren’t enough shoe arsonists to make any sort of a dent in the athletic giant’s bottom line, as the company actually saw an increase in revenue, according to their recently released quarterly results.
“Nike’s ambitious digital transformation is driving strong results and momentum in North America and in our international geographies,” said Mark Parker, Chairman, President and CEO of Nike, Inc in the December 20 report.
In the fiscal quarter between August 30 and November 30, Nike saw a 10% increase in revenue and a sales increase of 9% in North America.
The company also saw a revenue increase in nearly every category during the months directly following the release of the ad, which showed Kaepernick stating the words: “Believe in something, even if it means sacrificing everything,” a line that can be read as a reference to the athlete no longer playing in the NFL after making his protests.
The ad, which was titled “Dream Crazy,” showed many famous athletes alongside Kaepernick, including Serena Williams, LeBron James, and Vancouver Whitecaps FC star Alphonso Davies.
Whether Nike’s increase in revenue was a direct result of backing Kaepernick’s message isn’t exactly clear, though it is obvious that the #BoycottNike movement didn’t achieve anything more than destroying a few good pairs of (already purchased) shoes.