Thered be a lot of high-fives going around Nike’s marketing department right now despite the sportswear giant facing a savage boycott over its latest campaign.
A lot of people took issue with controversial NFL figure Colin Kaepernick being one of the faces of Nike’s new #JustDoIt campaign, so much so that #JustBurnIt and #NikeBoycott were trending on Twitter, with photos and videos emerging of Nike products being destroyed and abandoned.
Furthermore, Nike shares slid more than three per cent in New York trading on Tuesday following the campaign launch.
However, according to Apex Marketing Group in the US (as reported on Money), Nike gained nearly $60 million worth of media exposure less than 24 hours after Kaepernick shared the ad on his social media accounts, with the vast majority of the buzz neutral to positive.
Nike has since launched the next element of its #JustDoIt campaign – a powerful TVC featuring all of its athlete ambassadors, with Kaepernick (pictured above) as the centrepiece.