My consumer brain questions if Nike’s bold Colin Kaepernick ad was a good move. My marketer brain found the numbers why it was a smart one. Since the numbers are on Nike’s side, is it altruism or a money grab driving this political stance?
“Two-thirds of Nike consumers are under the age of 35. A younger consumer who can afford $150 Flyknit racers likely has substantial disposable income and lives in a city. The term for this cohort? Progressive. Of the $20B international customer base, how many believe the US is currently a “beacon on a hill” and is handling race issues well? I’ll speculate, none. Nike has risked $1-3B in business to strengthen their relationship with consumers who account for $32-34B of their franchise. The math? Nike just did it.”