The takeaway after Nike’s divisive decision pays off

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