Missouri college drops Nike over new Kaepernick ad campaign

Nike will reportedly run “Dream Crazy” ad featuring Colin Kaepernick during NFL season opener

Nike's ad, published this week, shows Kaepernick's face with the words, "Believe in something, even if it means sacrificing everything".

It drew the ire of President Donald Trump, who tweeted Wednesday about Nike's ad featuring Kaepernick.

"Just like the National Football League, whose ratings have gone WAY DOWN, Nike is getting absolutely killed with anger and boycotts", he said on Twitter.

The US president has repeatedly and harshly criticized Kaepernick and other NFL players who have protested during the National Anthem as unpatriotic, calling for them to be fired.

Nike has backed its decision passionately, saying that Kaepernick is "one of the most inspirational athletes of this generation" after he began kneeling for the USA anthem in protest of mistreatment of black people and minorities in the United States. "I guarantee they could get more from a smile on a child's face than a symbolic burning of a pair of shoes".

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On Wednesday, Nike rolled out a two-minute ad featuring various acts of athletic heroism with Kaepernick as the video's narrator. He adamantly disagrees with Nike's decision, as Breitbart reported.

Separately, an analysis by Tickertags, a company that tracks the frequency of keywords on social media, found that mentions of "boycott" in conjunction with Nike were falling. I'm talking about REAL heroes and I'm surrounded by a bunch of them right now.

The athletic apparel company's favorability rating has dropped from 69 percent net favorability to 35 percent net favorability among American adults after the ad featuring Kaepernick was released, according to a Morning Consult report. The latest estimates put the value of the media exposure from the campaign at more than US$163 million, according to Apex Marketing Group - nearly four times the US$43 million tallied in the first 24 hours since the ad debuted.

Some marketing experts said the controversy may ultimately prove beneficial for Nike in a climate where consumers expect companies to take political stands.

He said: "When I walked into the team room this morning, there were some people who were fuming". "Investors in OR, where Nike is headquartered, are buying the stock 850% more than they are selling".

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