Even Though Capet Nick'S Advertising Is Controversial, Nike'S Online Sales Revenue Has Surged By 31%.

Since September 3rd, when former NFL player Colin Capenik announced his participation in Nike's "Just Do It" 30th anniversary commemorative advertising film on Twitter, in the past week, the news and follow-up incidents fermented on the sports, business and cultural media in the United States and around the world, and the discussion on Nike and Capet nick on social networks was never interrupted.

Attention can indeed be turned into revenue. According to data from Edison Trends research company, Nike's online sales increased by 31% in real terms in the first three days of September 3rd, exceeding the 17% growth rate in the same period in 2017.

Hetal Pandya, co-founder of Edison Trends, said: "there is speculation that

Capet and Nick advertising will lead to a decline in sales, but our data last week did not support this view.

Speculation that may affect sales volume is justified.

Capet Nick has been a controversial figure in the United States for the past two years.

In August 2016, Capet Nick chose to kneel down to protest against racial discrimination and judicial injustice in the United States because of his singing of the National Anthem in the NFL pre season competition, which led to an extensive discussion among NFL players, alliances and even political circles. He also became a leader in the fight for black rights. Many people, including President Trump, were regarded as "unpatriotic".

When Capet Nick was shown the billboard, Trump immediately stepped out and said it was "sending the wrong message".

On the social network, many netizens who are dissatisfied with Nike's advertising candidates have burned.

Dismiss, discarding, scissors, etc.

Nike shares plunged 3% on the first day of news release, but this trend reversed rapidly.

Although September

The share price continued to decline, but it began to rise on the last trading day of last Friday (September 7th).

Since 2018, Nike's stock price has increased by 29%.

According to 4C Insights, a marketing technology company, Nike and Capet Nick's social networking accounts fans have increased sharply over the past week, due to the large number of social media discussions caused by Capet Nick advertising.

According to data from Apex Marketing Group, which was quoted by Bloomberg agency, Capet Nick's Nike advertisement was released 24 hours later. Nike has gained 43 million of the media exposure on Twitter, of which the mainstream attitude is neutral, while positive feedback is slightly more than negative.

4C Insights data showed that in two days, the rate of reference and comment on Nike's social media platform rose by 1678%, and Capet Nick's mention rate on social networking sites soared 362280%.

In September 6th, Nike broadcast the first TV advertisement of the "Just Do It" 30th anniversary activity according to the plan. The advertisement was narrating by Capet Nick, and famous athletes such as David Beckham, Lebron James and Serena Williams all had their exit.

Capet Nick's lines are very moving: "to call dreams crazy is not insult, but praise."

Although Nike is bound to lose some consumers due to advertising candidates, the marketing industry believes Nike has precisely grasped the psychological expectations of its core consumers and potential Nike fans.

Aaron Goldman, chief marketing officer of 4C, said in an interview with YAHOO finance that Nike, the most attractive group of people, is a "successful business and daring voice".

These people are usually successful in their careers and personal lives. They are mostly single, active in social life, like spending money on entertainment and travel and online streaming services.

Racial equality is their pursuit and recognition value.

NPD group's data show that 2/3 of Nike consumers are young people under 35 years old, and come from different ethnic and cultural backgrounds.

When Nike joined hands with Capet Nick, this group of people should receive positive feedback at that time.