Jumpin’ Ju-Ju Bones: Massive Collapse in Brand Image for Nike Following New Colin Kaepernick Branding Campaign…

Never before in the history of corporate branding decisions has a multi-billion dollar company had such a massive and swift drop of brand image as Nike.  The results from Morning Consult Intelligence, a firm that specializes in monitoring and measuring the brand image and reputation for thousands of major companies, reflects a massive drop in brand image across every single demographic.

We suspected there would be a diminishment of brand image, but nothing like the scale discovered within the polled data:

The report features over 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). Additionally, Morning Consult conducted a study among 1,168 adults in the U.S. about Nike’s ad and the decision to choose Kaepernick as the face of the campaign.

  • Nike’s Favorability Drops by Double Digits: Before the announcement, Nike had a net +69 favorable impression among consumers, it has now declined 34 points to +35 favorable.

  • No Boost Among Key Demos: Among younger generations, Nike users, African Americans, and other key demographics, Nike’s favorability declined rather than improved.
  • Purchasing Consideration Also Down: Before the announcement, 49 percent of Americans said they were absolutely certain or very likely to buy Nike products. That figure is down to 39 percent now.

FULL Polling Data Available Here

From a pure economic/financial perspective this Nike  branding campaign doesn’t make sense.  On its face, it just seems absurd. Why would any major corporation intentionally stake out a branding position that is adverse to their financial interests?

The most likely answer is HERE

This entry was posted in BGI - Black Grievance Industry, Cultural Marxism, Culture, Election 2018, media bias, NFL, Political correctness/cultural marxism, Professional Idiots, propaganda, Typical Prog Behavior, Uncategorized. Bookmark the permalink.

277 Responses to Jumpin’ Ju-Ju Bones: Massive Collapse in Brand Image for Nike Following New Colin Kaepernick Branding Campaign…

  1. Beth Parnell says:

    Does Dicks sell Nike?

    Liked by 3 people

  2. Raj says:

    This guy they now have as their “face” has absolutely taken no risk. His posturing was all on the teams time on the field. I would’ve more respect for him if he did any sort of protest (without disrespecting our first responder police) on his time away from the game. This is what made Mohamed Ali so respected and beloved.. there is a reason he was called the greatest. He did it away from boxing and it cost him a lot!

    And where are any of these ungrateful NFLers taking the time to speak with our incredible POTUS? There has been no one that I have heard of who has actually gone to speak with him and construct solutions, which is why he invited them. If they feel there’s too many incidents of police brutality, then why aren’t many involved in their communities seeking a solution? It’s precisely why Baltimore police don’t want to respond when called to certain areas!

    Nike deserves everything that’s going to come to them.. there will continued boycott!! I’ll be tossing any Nike gear I have to Goodwill. Not sure if they’ll want it either!

    Liked by 8 people

    • H.R. says:

      I’m waiting for Goodwill to post a sign saying, “No More Nike Apparel, Please.”

      Except they won’t because non-saleable clothing items in the shops get sold for rags. I’ll be waiting to see if the Nike swoosh shows up in the Bag-O-Rags at the auto parts stores.

      Like

      • PotP says:

        Ebay all that Nioe stuff. Make a few bucks. Flood their market. Dilute their new sales.

        Don’t have to make any comments why you are selling it. Don’t offend.

        Just a simple “nice, clean, freshly laundered Nike (insert player/team) jersey” – $25 free shipping (or whatever the sold price averages are for the same item on ebay).

        Make it an easy choice for the customer: new Nike Jersey for $100 or near new used for $25.

        (Prices are guesses, I don’t pay for clothes to advertise sports teams)

        You unload unwanted gear for a couple bucks. Nike loses a new sale. Win-Win.

        Liked by 3 people

    • Beverly says:

      Mohammed Ali was another America-hating, draft-dodging jackass.

      If black men realized that Muslim slavers routinely castrated their African male slaves, they wouldn’t be so eager to change their names to arabic names.

      Liked by 1 person

      • SwampRatTerrier says:

        So right.

        Like

      • Esperanza says:

        Clay was pretty explored in my opinion. He had really low IQ and was not always able to understand how he was manipulated.

        Like

      • cdquarles says:

        I know that, but far too many black Americans don’t know that. Why? 1. the schools do not teach it and 2. they don’t go check stuff for themselves.

        Sad to say it, but my grandfather was right. White man doesn’t have to keep the black man down. The black man will act like crabs in a barrel and thus keep themselves down. He said that during Jim Crow and at a time when ‘thug culture’ was shunned by black and white alike.

        Liked by 1 person

    • TeeitorTradeit says:

      Just throw the Nike gear away. We don’t want anyone wearing it.

      Like

    • kula danga says:

      If he hadn’t been benched in the game before he started kneeling, I’d take him seriously. As it is, a bad workman blames his tools.

      Like

  3. woohoowee says:

    Love the MAGA commercial! Trump did it! We did it 🙂

    Liked by 6 people

  4. Kokanee says:

    Okay SD you did it… tears were in my eyes…. THANK YOU !!!

    Liked by 4 people

  5. VegasGuy says:

    IMO This is clearly a case where Nike WILL shortly have to “kill the messenger” for their own survival……

    Talk about making a “bad” business decision……ouch……

    Colon CraperSh!t will sink them beyond salvation.

    Liked by 2 people

    • webgirlpdx says:

      They have chosen the face of a guy that has accomplished absolutely nothing.

      The words in the ad go from bland to great only when the image of President Trump and MAGA are inserted. A man that is so accomplished and still has so much more he will.

      Outstanding clip. Thank you SD.

      Liked by 6 people

  6. waicool says:

    Sold my nike stock today. Moved that dough into a smallcap main street fund. Feels good man

    Liked by 13 people

  7. JX says:

    An instant 50% decline in favorable impression. Heads are gonna roll.

    Liked by 8 people

  8. Pavel says:

    So, my grade 7 son comes home the other day saying that all his friends are getting rid of any Nike gear they own. What makes this amazing is that we live in a small town on the Canadian prairies. Nike is taking a hit far greater than anyone yet has grasped.

    Liked by 23 people

    • PotP says:

      Sell it sell it sell it on ebay or craigslist. See above post. Dont mention why. Simply “nice, clean, lightly worn, freshly laundered Nike jersey – $25 shipped free (or whatever the going price is. Add a pic to show how mint condition it is.

      Like

    • Esperanza says:

      When you look at the graphic, it’s the Millennials. Boomers take a lot of flack, but we love our country and want to make it better. Actually MAGA IS a Boomer slogan. Jimi Hendrix is one of the greatest boomers and his national anthem is one of the most powerful and moving you will ever hear. I also heard a Welsh national anthem rumoured to be by him and it’s pretty beautiful too.

      Millennials, the new Boomers lol.

      Like

      • cdquarles says:

        That’s true (I am a Boomer). Who are the Boomers that were promoted? Leftist Red-diaper babies, that’s who, for the most part. Who are the Boomer that were shamed and shunned? The ones who served, directly and indirectly, quietly.

        Like

    • piper567 says:

      pavwl, thanks for the post.
      always like this kind of anecdotal info…appreciated.
      Also, always nice to hear from our Canadian Brothers/Sisters.

      Liked by 1 person

  9. Vince says:

    My favorite demographic in that poll is blacks, which had a drop of 8%. If this was a plan to make up for the loss of white shoe buyers by selling even more to blacks, they got an answer. There is no one to make up their losses, outside of China at least.

    Liked by 5 people

    • 6x47 says:

      The dirty secret of Chinese trade is the ChiComs have been subsidizing their exports. President Trump’s tariffs are merely taking the subsidy generously given by China and putting it into the Treasury.

      Thanks Chairman Xi!

      Liked by 2 people

    • allhail2 says:

      Blacks will still by our stuff. Uh, huh, so Nike is hoping that the demo group that makes up 12-13% of the population is gonna save the day. Riiiiiiight.
      Hey guys, Mr CEO said this gun didn’t fire when he pulled the trigger. He wants everyone to look down the barrel to figure out the problem…dumbasses

      Liked by 2 people

      • noswamp says:

        “Blacks will still by our stuff. Uh, huh, so Nike is hoping that the demo group that makes up 12-13% of the population is gonna save the day. Riiiiiiight”

        All of my black friends even though they are Dems, tell me that Kap is a loser. Folks on the BOARD, need to go. This is way way worse than New Coke. (By a factor of 10). The Board of Directors have a fiduciary duty to NIKE to make sure that their actions do not hurt profits. What a bunch of IDIOTS AT NIKE!!!!! I blame EVERYONE ON THE BOARD for this lunacy.

        Liked by 1 person

        • MNGal says:

          If the board members have a fiduciary duty to the shareholders, do the shareholders have the ability to file a suit for loss of stock value?

          Like

        • 6x47 says:

          Kaepernick is the very epitome of a “scrub”. And a whiny b***h besides. No wonder the black kids don’t respect him.

          But he’s very popular with SJW’s of all colors, especially the white virtue signaling ones. Hmmm.

          Like

    • Jenny R. says:

      I honestly think they were trying to get an international market and also thought they wouldn’t really lose that much of the American one.
      I think they surmised incorrectly.

      Like

  10. JX says:

    Kaepernick says police are like fugitive slave patrols yet he himself is a slave master getting rich off Nike’s North Korean slaves, and he hates cops! What a confused hypocritical idiot.

    Liked by 1 person

  11. paulwoll says:

    $NKE shot themselves in the foot. They lost their sole, too. Levis stupid appealing to the ignorant jeanarations.

    Liked by 2 people

    • Hun Driver Widow says:

      Angel Flight

      These heroes come home wrapped in an American flag. In my opinion, Kapernick, Nike, the NFL, and Marxist Liberals disrespect all those who served and all those who paid the ultimate sacrifice. My late husband’s remains are interred in a national cemetery among thousands of American heroes just like my hero, a retired USAF pilot who flew in Vietnam!

      Like

  12. JX says:

    Liked by 9 people

  13. 6x47 says:

    I love watching these lemmings leaping off the cliff following the globalists and the Democrats. Good riddance to bad garbage.

    Liked by 4 people

  14. What a phenomenal LITMUS TEST for PATRIOTISM:
    • Jocks that DUMP NIKE.
    • SCUM that DON’T.

    Liked by 1 person

  15. 6x47 says:

    If we take the Nike ad campaign as a proxy for the midterm elections that blue wave is looking more like a blue ripple.

    Liked by 2 people

  16. Psycho Monkee says:

    That’s what they get for cross-pollinating Communisium with Greed.

    Liked by 2 people

  17. paulwoll says:

    “Believe in something even if it means sacrificing everything” is the mantra of radical Islam, suicide bombers, antifa, “Resist”ers, the Left who sacrificed their sanity.

    Like

  18. Kaiser Derden says:

    saw the ad … so its about following your dreams ? so Kappys dream was to become a washed up ex-NFL quarterback anti-cop “spokesperson” ?

    Liked by 2 people

  19. Garrett H says:

    Placating SJWs in the Conference Room is all the farther the matter is thought out.
    Bottom Line? Naahhh, that’ll take care of itself!

    Like

  20. New Nonna to Be, Again!!! 🤗 says:

    Awesome MAGA Nike rip off vid! 👍🏼

    Liked by 1 person

  21. JX says:

    Kaepernick’s kids camp will teach a new generation to fear police

    Kaepernick’s youth camp kids will be taking cues from the Black Panther Party

    https://www.theblaze.com/contributions/kaepernicks-kids-camp-will-teach-a-new-generation-to-fear-police#in_content_ad

    Liked by 1 person

  22. Kaiser Derden says:

    notice how they never tell you what Kappy believes in ???? I guess “cops are all racists” didn’t poll too well …

    Liked by 1 person

  23. JX says:

    “I am a believer in Malcolm X and his ideology and what he talked about and what he believed in as far as fighting oppression,” Kaepernick said.

    https://www.miamiherald.com/sports/spt-columns-blogs/armando-salguero/article117033883.html

    Liked by 1 person

  24. Rob says:

    I’m not sure about the idea that Nike did this to protect their business interests from the MAGA plan.
    Sometimes smart people do stupid things, and sometimes leftists just can’t put down the commie crack pipe.

    I suspect this is just Nike’s version of New Coke.
    Nike simply convinced themselves that their customer base would look at Kaeperdick favorably.

    Liked by 1 person

  25. JX says:

    Before beginning his relationship with Diab, Kaepernick’s Instagram mostly consisted of photos of him playing football or hanging with friends — about 128 of Kaepernick’s 170 posts, according to Fox News. Since dating Diab, Kaepernick’s social media focus has shifted toward black nationalist and Black Lives Matter-related messages.

    http://dailycaller.com/2016/08/31/kaepernicks-support-of-black-lives-matter-began-after-dating-activist-dj/

    Like

  26. joeknuckles says:

    Swooshes are for douches.

    Liked by 2 people

  27. Sylvia Avery says:

    I didn’t have time to watch the video that Sundance posted up top until just now. OMG it is fabulous! I hope someone sends it to PDJT or the kids. I love our side. Deplorables are so creative! Just wonderful.

    Like

  28. Donna in Oregon says:

    It’s a calculated move, NIKE thinks POTUS will be impeached.

    Like

  29. Esperanza says:

    Actually I disagree with this. The American Dream is you are willing to risk everything. But don’t lose it because of your testicular fortitude. T will be even greater.

    Like

  30. Frank says:

    My rule of thumb, if anyone wants to read it, is to never wear any clothing with its brand prominently displayed. If you wear such stuff, you’re placing that company’s interests ahead of your own, consciously or unconsciously. Now you have to worry about whether you’re representing a good brand or not. Avoid the “billboard clothes” and you’ll never have to worry about that stuff. It goes for ALL brands, not just the sporting brands. I don’t wear any Polo, Lacoste, or IZOD stuff either. No tacky logos!

    Liked by 1 person

  31. Esperanza says:

    Scott says something really important here. I think he put his finger on what’s so wrong with SJW stuff. It’s all really bad life advice. All of it.

    I can’t name one thing that’s good for you. Scott is right the whole K thing is a disaster from start to finish. He’s probably a result of the hook up culture. Lucky to be alive. Had middle class adoptive parents. Probably paid for him to follow his dream, despite his having little talent (the one thing everyone seems to agree on is that he isn’t very good), I could go on but you get the picture.

    When I see the poor mentally unbalanced trans culture being peddled all I can see are children whose lives are being irretrievably damaged. And who will never be able to come back, because their bodies are being mutilated. A while back, my ex’s teenage daughter said she felt pressured to be lesbian( I think it was around the Madonna assault on Britney). That is wrong.

    Think about it, what part of SJW is ever positive for the person doing it, let alone society as a whole? I can’t think of one thing.

    Who’d you rather be, Candace Owens or the user élite New York Times columnist (Brooks) who wrote a column about “police brutality” when he was stopped for running a red light Inn NYC? By his own admission, the cop was perfectly polite but he ran a stream of obscenities in front of his child, because somehow being stopped for running a red light is racist. Ya run a red light ya get stopped what’s more egalitarian than that? Is he saying that despite being a 10 percenter, because he’s black he can’t be expected to understand that when the light is red he should stop?

    Liked by 3 people

  32. LadyChurchill says:

    Great ad should be run during the Superbowl for those still watching football. I expected the older numbers but was surprised by the drop among the young and it looks like they can’t manipulate the blacks anymore either. If the republicans are smart they will pick this up and run with it until election day.

    Like

  33. Lemmy says:

    I’m really starting to think there’s more to the Kaepernick story than a brainwashed pampered America hating agitator. The left tried everything they could to take out another popular American institution (the NFL) and could not succeed until this useful idiot came along. I’m thinking the entire charade was an orchestrated plot and this Nike contract is partial payment for his part and the final nail in the coffin.

    Like

  34. JX says:

    Nike is done.

    …just before publicly announcing her support for Kaepernick, Linda Sarsour gave a speech at the 54th Annual Islamic Society of North America (ISNA) Convention in Chicago. During that speech, Sarsour not only infamously called for Muslims to carry out Jihad against President Trump, but she also praised an un-indicted co-conspirator in the 1993 World Trade Center bombings as “mentor” and “motivator” of hers.

    She was talking about radical Islamist Imam Siraj Wahhaj of Brooklyn, whose son Siraj Ibn Wahhaj ran a recently-discovered jihadist training compound in New Mexico.

    https://bigleaguepolitics.com/nikes-new-spokesman-hob-knobs-with-sharia-supporting-linda-sarsour/

    Kaepernick, Sarsour, and Nessa



    Nike becomes first major brand to launch hijab for women

    https://web.archive.org/web/20170831034723/http://www.bbc.co.uk/newsbeat/article/39205965/nike-becomes-first-major-brand-to-launch-hijab-for-women

    Liked by 1 person

    • wondering999 says:

      Grrr. Hijab for women… starvation and assassin training for children, aiming at schools and hospitals? If these people have no shame, maybe it’s time to teach them

      Like

  35. hellinahandbasket says:

    The O N L Y Nike product I ever owned in my almost 60-years, was one t-shirt I bought on sale for $3.00, but I certainly didn’t buy it because I felt the need to adorn their little swoosh-symbol, and to this day, don’t care to wear product branding as decorative pieces of clothing, as most buy over-priced crappy products strictly for that reason …never a slave to fashion. Mostly I never liked their products simply because of their branding/advertisements over the years, thought them to be overly pretentious. Never even pulled-down a pair of their sneakers from the shoe rack to try-on either, but I have bought sneakers and baseball cleats for my son’s size 13-foot when he was a kid because no other brand in the area carried the size (yeah, age 12 he was a size 13 – we joked how we couldn’t tell him to “act his age, not his shoe size” ha).
    So, after today’s news of Nike being the pretentious asses I always knew them to be, I guess I still won’t be trying-on any of their sneakers, and I’ll forego that $3.00 t-shirt if I see it {wink}.

    Liked by 1 person

  36. TwoLaine says:

    College of the Ozarks “JUST DID IT”! Dropped NIKE from their uniforms/equipent lineup.

    Thank you Dr. Jerry C Davis!

    All colleges and schools need to do the same ASAP!

    We need ONLY MADE IN THE USA products in our schools! STOP FUNDING GLOBALIST ELITES!

    Liked by 2 people

    • wondering999 says:

      I only know one graduate of College of the Ozarks… and note that he is a black man from a very low income family, who was working successfully in sales. Nice guy with great stories

      If you didn’t know about College of the Ozarks, you should — founded and operated on excellent principles. Appreciate them

      https://www.cofo.edu/
      “C of O is unique among higher education institutions in America: no tuition is charged, all students work on campus, debt is openly discouraged, and no federal, state or private loans are made.” – Jerry C. Davis, President

      Like

  37. BurmaShave2 says:

    “Nike’s favorability dropped across the board”

    Other than that their re-branding decision was brilliant.

    Like

  38. dawg says:

    NFL regular season kickoff game last night, featuring the Super Bowl champion Eagles against divisional rival Atlanta Falcons.

    Ratings down 8% from last years kickoff game Sept 7.

    Liked by 1 person

  39. laurelmarycecilia says:

    this is an 8% drop in favorability with self-identified Nike customers YIKES !!! ……….. even if they get back 1/2 of them, a business can’t take that kind of a hit on sales. Brand loyalty gets shaken with this kind of thing and it will cost $$$$ to get it back. Couldn’t happen to a more deserving bunch

    Like

    • piper567 says:

      I think maybe they are a bit like cnn…nobody watches cnn unless its the only option…airports, etc.
      will be interesting to see how the nike contracts continue to manifest themselves on the collegiate and pro levels.
      how iron-clad the contracts are.

      Like

  40. PotP says:

    Jimmie Johnson saying Kaepernick had to go, before Kaep quit.

    Not fired for taking a knee.

    Quit because he wanted to be the starter.

    Like

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