Contrary to initial speculations in some quarters that Nike’s finances would take a hit after it released its “Dream Crazy” campaign, the sports apparel giant has seen its sales grow by 31 percent, according to new report from top advertising research firm Edison Trends.
“There was speculation that the Nike/Kaepernick campaign would lead to a drop in sales, but our data over the last week does not support that theory,” Hetal Pandya, co-founder of Edison Trends, told Market Watch.
The 90-second commercial highlighted the travails of athletes defying obstacles to brave through to their goals, highlighting the travails of former San Francisco 49ers quarterback who was blacklisted by NFL teams following his protest at police brutality and racism since 2016.
People who perceived the Nike ad, which featured Kaepernick, to be offensive expressed their outrage through social media by burning Nike merchandise and criticizing the company and the commercial.
Edison reported that Nike’s performance during the period, 2 September to 4 September, was better than the same period in 2017 when the company’s sales grew 17 percent.
The “Dream Crazy” ad has garnered over 16 million views on YouTube in addition to about 15 thousand comments.