Despite several ongoing boycotts of Nike over its embrace of anti-American race-baiter Colin Kaepernick, the apparel company’s sales appear to be on the rise.
According to the research firm Edison Trends, while Nike experienced a slight dip in sales immediately after its Kaepernick announcement, online sales spiked by 31 percent from the Sunday of Labor Day weekend through Tuesday. This marked a 14 percent improvement over the jump in sales seen last year.
“There was speculation that the Nike/Kaepernick campaign would lead to a drop in sales, but our data over the last week does not support that theory,” Edison Trends’ co-founder Hetal Pandya claimed in a statement to MarketWatch.
Keep in mind Nike’s announcement was made Monday, a day after the research firm began tracking sales data. It’s unclear whether Pandya factored this in before arriving at her conclusion.
Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO
— Colin Kaepernick (@Kaepernick7) September 3, 2018
Supporters of Nike’s stunt also pointed to the slight rebound experienced by its stock. The stock initially dropped from a high of $82.20 last Friday to a low of $79.60 Tuesday. But by Friday the stock had already recovered some of its losses, rising to roughly $80.30.
There’s a strong likelihood these boycotts will be about as ineffective as the boycotts against Target, which were launched two years ago after the retailer essentially declared that men in dresses may use the women’s restroom.
Though the retailer’s stock dropped from a high of about $82.60 in April of 2016 to a low of about $52.62 in June of 2017, the stock has already recovered all its losses and now sits at a peachy $88.74. Meanwhile, Target’s dangerous transgender bathroom policy still remains in place.
Nike customers have tangible means by which to make their anger clear, by burning their Nike gear, but that apparently hasn’t made any impact on sales.
What makes the effort to stick it to Nike difficult is that people purging their closets do not represent the brand’s target audience. The retailer’s target audience are black Americans, the majority of whom are Democrats.
“Nearly 7 in 10 black Americans support Kaepernick’s protests, as opposed to 6 in 10 white Americans who oppose it,” Conservative commentator Ben Shapiro noted this week. “So Nike knows that this campaign will be popular among a key demographic, because black Americans disproportionately spend more money on clothing and apparel.”
Some black Americans, like conservative commentator Candace Owens, are virulently against Nike’s move:
Congratulations to @adidas for a wonderful win in business today!
They are proof that sometimes all you have to do is sit back and let your competitors shoot themselves in the foot. #ThreeStripeLife @adidas @adidasus @adidasUK https://t.co/prwLCBEeNO
— Candace Owens (@RealCandaceO) September 3, 2018
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