Nike’ s controversial “ Just Perform It” 30th anniversary campaign with Colin Kaepernick has been derided by many, spawned online-shoe burning up videos and prompted one Louisiana mayor to ban Nike products from city rec facilities. Actually President Trump argued , “ Nike gets absolutely killed with anger plus boycotts. ”
However the calculated gamble appears to have paid back for shoe giant in totally free publicity and sales.
According to a new report through Edison Trends, Nike’ s on the internet sales grew by 31 % over last year during the Labor Day time weekend period, compared to a seventeen percent increase in 2017. The organization compared 2017 and 2018 on-line sales and found an increase related with the controversy and release of the associated video ad campaign.
Edison Trends says the information is based on a sample of anonymized plus aggregated e-receipts from more than several million US consumers.
Whether the sales bump was owing to Kaepernick or the massive free mass media that Nike received (or both) is not entirely clear. However , an analysis provided in order to Bloomberg by Height Marketing Group estimated that the free of charge exposure was the equivalent of a $43 million media buy.
Some analysts expressed cynicism regarding Nike’ s motives, saying that Nike pas cher has always courted controversy. Nevertheless it still appears to have been a risk — that paid off. While Nike is just not the first brand to take social plus political positions, the question now is whether or not other brands will follow Nike’ h lead and risk alienating several fans and buyers.
There’ s some indication which may be the case. The CEO of Levi Strauss & Co. said it’ s taking a position against weapon violence, which the company acknowledges will probably alienate some buyers but may attract others.
Certainly, the days of high profile brands “ playing it safe” politically might be coming to a close.
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