We’ve come a long way from Jordan’s ‘Republicans by sneakers too’ philosophy. Nike backing Kaepernick was a bold move, but is it the right one?
As far as love of country goes, it’s straight up stupid — as Ted Cruz so ably explained.
In backing Kaepernick, Nike might be counting on support from the Never-Trump Resistance and hoping to gain more from them than they’d lose from siding with patriots.
Hint: think about which groups have high-end sneakers as part of the unofficial dress-code of their particular sub-culture, and what those political leanings are.
Is Nike putting all their chips in on the culture and spending of, groups like Hip-Hop urban youth who view their shoes as status symbols? Could be. Some sub-cultures get REALLY serious about the brand of shoes on someone’s feet.
Will this gamble pay off? — Well, for one thing, their downside is pretty limited. Nike has already burned some bridges with traditional patriots in supporting Colin K in the first place.
What’s the upside? If it pays off, they could see a ‘woke’ loyalty bump in sales among their high-end product line.
As reported by The Daily Wire last year, Nike took an initial hit when the company promoted Kaepernick as the public face of its company:
Nike’s shares dropped by nearly 4 percent, “the biggest intraday slide in five months,” Bloomberg reports. “Nike shares slipped as much as 3.9 percent to $79 as of 9:31 a.m. Tuesday in New York — the biggest intraday slide in five months. They had climbed 31 percent this year through Friday’s close.”
However, according to a CBS News report, the hyper-political left-wing movement from Nike is intentional — and paying off big-time. “Nike’s annual sales have jumped 7% to more than $39 billion, according to its last quarterly report. Its stock is up 12% since the start of the year, and Nike CEO Mark Parker has said the Kaepernick campaign inspired ‘record engagement with the brand,’ important for a company looking to bolster its direct-to-consumer business.”
What’s the lesson for us in this?
For one thing, if you know who your customers REALLY are, and keep them happy, you really don’t need to be afraid of the outrage mob.
The other? Don’t make a threat to stay away from a product, company or service unless you mean to stick by it. Likewise, if you threaten to kick one to the curb, follow through.
They’ve already decided who they are, and they’re willing to demonize you and me. They see demonizing us as good for business. Adjust your purchasing decisions accordingly.
Let them be ‘woke’. We’re happy to be patriots… and elect someone willing and able to slap the ‘resistance’ around like a rented mule.
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