Last week, Nike made the controversial decision to feature Colin Kaepernick in the company's anniversary of the "Just Do It" slogan. Kaepernick's face was featured on an ad behind the words "Believe in something. Even if it means sacrificing everything."
The ad sparked a controversy, with some reacting by burning Nike gear and others going out to buy more. ESPN business insider Darren Rovell revealed just how the ads impacted Nike as a company.
A poll taken of 2,026 Americans representative of the U.S. population suggested the move neither significantly hurt or helped Nike.
Here's more from Rovell:
While virtually no one among the general public thought of Nike negatively in a Harris Poll taken in December 2017, 17 percent of respondents in a poll taken last week by the organization said they saw Nike in a negative light.
The percentage of people who said they couldn't imagine living without Nike dropped nine percent, from 33 percent to 24 percent.
The poll revealed that while 21 percent of the general public said they would stop buying Nike, 19 percent said they would buy even more Nike products, and, of the young males in their target market, 29 percent said they would purchase more products.
Nike clearly made the strategic move to focus on a younger audience, hoping to latch onto that audience for years to come. The move appears to have resonated well with the younger generations (millenials and Generation Z).
You can read the full breakdown of the poll here.