Cashing in on Kaepernick’s social conscience won’t hurt Nike

Cashing in on Kaepernick’s social conscience won’t hurt Nike
Colin Kaepernick (7) and his San Francisco 49ers team-mate Eric Reid kneel during an anthem protest Picture: Getty

The sportswear giant received priceless free publicity by backing the NFL star, writes Eben Novy-Williams

The controversy surrounding Nike Inc’s new Colin Kaepernick ad can’t be a surprise to the sportswear company. And in spite of the backlash, it’s probably pretty good for the brand.

In less than 24 hours since Kaepernick first revealed the spot on Twitter, Nike received more than $43 million-worth of media exposure, the vast majority of it neutral to positive, according to Apex Marketing Group. That far outweighs the risk of alienating...

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