Retail

Nike Sees Rise In Sold-Out Items Amid Colin Kaepernick Ad Campaign

After its controversial Colin Kaepernick ads appeared earlier in September, Nike has been on a sales tear. The retailer has been seen a rapid 61 percent rise in the number of sold out items following the release of the campaign, Reuters reported.

Thomson Reuters research, in conjunction with StyleSage Co., discovered that Nike sold out many more items in the period spanning from September 3 to September 13 than it had in the 10 days prior to the release of the campaign. Additionally, the brand discounted fewer products in the 10 days following the ad. In terms of items, the brand’s Colin Kaepernick women’s jersey, in particular, sold out on September 17.

“These strong statistics reinforce the notion that Nike is standing firm — and not just in a social context,” Thomson Reuters director of consumer research Jharonne Martis told the outlet. “They don’t need to participate in the discounting that tends to plague other retail brands.”

With 12 words, one photo and a tweet, Nike has managed to capture the news cycle earlier this month — and much of the market’s interest: “Believe in something, even if it costs you everything … Just Do It,” were the dozen words, and the picture was of former San Francisco 49ers quarterback Colin Kaepernick. He, along with athletes Lebron James and Serena Williams, would be the spokespeople for Nike’s 30-year anniversary “Just Do It” campaign.

Kaepernick’s relationship with Nike is not new, as he has been a client since 2011. But this week, his multi-year contract gives him a coveted spot as a headliner on of Nike’s “Just Do It” ad campaigns, as well as a branded line of Kaepernick shoes and apparel.

It was an announcement that clearly took the world by surprise, since Kaepernick is, in some sense, an unlikely choice. He has not thrown a single pass in the NFL in two seasons and is currently involved in an active lawsuit with the league, as he alleges that he was blacklisted as a free agent for his choice to kneel during the national anthem. His choice to do so was in protest of police violence during the 2016 season.

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