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.