Kaepernick Campaign Created $43 Million in Buzz for Nike So Far

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The controversy surrounding Nike Inc.’s new Colin Kaepernick ad can’t be a surprise to the sportswear company. And in spite of the backlash, it’s probably pretty good for the brand.

In less than 24 hours since Kaepernick first revealed the spot on Twitter, Nike received more than $43 million worth of media exposure, the vast majority of it neutral to positive, according to Apex Marketing Group. That far outweighs the risk of alienating some customers, said Bob Dorfman, a sports marketing executive at Baker Street Advertising.

What’s more, he said, the move sends a strong signal to their current roster of athletes and positions Nike as a savvy risk-taker. “It’s not a move that any company can make, but for Nike it’s definitely smart business,” Dorfman said.

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