People on either side of Colin Kaepernick's political stances have been closely watching how Nike's stock price has reacted over the last few days.
Nike signed Kaepernick, who hasn't played in the NFL since 2016, to be the face of the 30th anniversary of the company's "Just Do It" slogan.
The tagline for the new campaign: “Believe in something, even if it means sacrificing everything.”
The day after the announcement, Nike stock took a hit of about 2-percent. Anti-Kaepernick people celebrated this news, though virtually every competitor was down around the same amount.
It is probably still too early to glean much from Kaepernick's impact, but the short term "damage" doesn't seem to have been a trend.
Nike has rebounded from the September 4 stock price, and is now up from where it was before the Colin Kaepernick announcement.
From ESPN's Darren Rovell:
Again, it will probably take months to really gauge the impact that Kaepernick has had. However, betting against Nike, one of the most profitable companies in the country, seems silly.
The decision-makers in Beaverton know what they're doing.