Nike's Labour Day sales surge by 31% post its Colin Kaepernick campaign

Colin Kaepernick

The 41-year-old quarterback, who is about to start his 19th National Football League season with the Patriots, was asked for his opinion on Nike's new ad starring former National Football League quarterback Colin Kaepernick.

Former San Francisco quarterback Colin Kaepernick appears as a face of Nike Inc advertisement pictured on top of a building in San Francisco, California, U.S. September 5, 2018.

According to San Francisco based Edison Trends, online sales for Nike are up a whopping 31 percent in the period from Labor Day Sunday through Tuesday, compared to 17 percent increase in the same period past year. Nike has suffered much of the brunt for this decision, as their market capitalization has plummeted by $4 Billion and their stocks have fell by 3 percent.

In recognition of the widespread support for Kaepernick, as well as the increasing social opposition within a wide section of the population-particularly among young people, who comprise the company's primary demographic group-Nike has chosen to monetize social discontent and utilize it as a central component of its new marketing strategy.

On Friday, the morning after the full version of the Nike ad played during the Philadelphia Eagles v Atlanta Falcons NFL season opener, the president asked: "What was Nike thinking?".

The first ad featuring Kaepernick included an image of his face with the phrase, "Stand for something". The ad was first published on social channels Monday, but got its first network airing during the Thursday night game.

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As the Internet goes wild with memes, Nike responds to this viral commotion with a brilliant safety awareness message.

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Kaepernick became more than just an American footballer when in August 2016, he began taking a knee during the playing of the national anthem, in protest of police brutality and racial injustice in the US.

Trump jumped on the issue a year ago at a rally in Alabama, calling any player who didn't stand for the anthem a "son of a bitch" who was insulting the nation and its military. "I honor our national anthem and most of the people in this country feel the same way".

And, as they say, any publicity is good publicity as the Apex characterized roughly 40 percent of the buzz from the campaign as positive, 30 percent as negative and 30 percent as neutral.

The NFL attempted to have Kaepernick's suit dismissed for insufficiency of evidence.

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