Home Business The takeaway after Nike’s divisive decision pays off

The takeaway after Nike’s divisive decision pays off

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Nike

Seemingly moments after Nike announced an advertising campaign with Colin Kaepernick, social media feeds and news reports were inundated with images of people burning their swoosh-branded gear. Ultimately, Nike’s favorability took a hit, but its stocks rebounded hugely and sales increased.

In a hyper-partisan political climate, the decision to back Kaepernick was bound to draw blowback, but a company as ubiquitous as Nike can take sides on social issues without much damage. It’s almost too big to fail.

For a smaller company, risks are greater, but knowing your audience and being honest about a divisive decision creates integrity.

– Dan Stefano, WordWrite Communications

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