Kaepernick advert leads to ‘record engagement’ with Nike brand

Nike’s calculated gamble on its use of controversial NFL quarterback Colin Kaepernick in its Just Do It marketing campaign has driven “record engagement” with the brand on social media.

“We know it’s resonating quite strongly with consumers here in North America and around the world,” Nike chief executive Mark Parker said on the company’s quarterly earnings call on Tuesday.

“Like many campaigns, it’s driving a real uptick in traffic and engagement, both socially as well as commercially.”

Since the Kaepernick campaign ran on Sept 2, Nike’s stock has risen 6.25 per cent, adding $6.38bn to the company’s value.

Most recent

The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.