According to the new poll, Nike’s “favorability” has taken a massive nosedive.
As Breitbart reports, a poll from Morning Consult reveals disturbing results for Nike’s brand favorability, in the days after naming Colin Kaepernick the face of their new ad campaign.
The results of poll via Axios show that Nike’s numbers “dropped 34 points from a net +69 favorable impression (76% favorable, 7% unfavorable) among consumers to a net +35 favorable impression (60% favorable, 24% unfavorable).”
These numbers are nothing less than disappointing for Nike, and because there is no other news noteworthy, there’s also no other explanation for the unexpected fall except the company’s commitment to Kaepernick.
According to Axios:
While Nike is very likely to face negative purchasing consideration due to the campaign, experts claim that the sports goods giant likely calculated these risks and assume that it wouldn’t affect its bottom line significantly, despite any short-term pushback.
• According to the poll, before Nike announced Kaepernick as the face of its ad campaign, only 2% of Americans reported hearing something negative about Nike recently. That number increased to 33% after the announcement.
• The poll also found that purchasing intent was down after the announcement.
• Earlier Morning Consult polling shows that brands have relatively little upside in wading into issues that involve President Trump.
Another key finding of the poll was that Nike’s favorability not only didn’t increase among African Americans, but it actually diminished gradually. This finding is especially shocking given it was widely reported that Nike chose to embrace Kaepernick, in part, to increase their already considerable appeal among blacks.
The report contains more than 8,000 interviews conducted among American adults, including 1,694 interviews pre-campaign launch (8/26/18 – 9/3/18) and 5,481 interviews post-campaign launch (9/4/18 – 9/5/18). In addition to this, Morning Consult conducted a study among 1,168 adults in the U.S. about Nike’s ad and the decision to nominate Kaepernick as the face of the campaign.