Listen Now: Just Do It: 31% Sales Boost After Controversial Nike Campaign
Nike is taking a stance and this could open a new door for how companies market to consumers.
Recently Nike named former 49ers quarterback Colin Kaepernick as the face of its new ad campaign, following his decision to take a knee during the National Anthem. An action that people say has cost him his NFL career.
The campaign is drawing support and criticism with people burning their Nike apparel and others pushing the company to a 31% sales increase over this time last year. But regardless of where you fall, this might indicate a changing tide.
In the past, companies have steered clear of politics and controversy. Now avoiding sides is no longer easier because consumers can use social media to call you out. Then word spreads and soon your shareholders want to know why people are calling for a boycott.
Companies have to realize that some topics can’t be avoided and you just can’t please everyone. In Nike’s case the company took its own advice and just did it, and now they’re taking it all the way to the bank.
CBS News Radio national business journalist Brian Banmiller has spent more than 40 years in the news industry, covering business, politics and the economy on television, radio and in print. Currently, his “Banmiller on Business” reports are delivered to an audience of millions nationwide.
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