Nike CEO: Kaepernick Ad Led to “Record Engagement With the Brand”

Mark Parker made the reveal during the company's quarterly earnings call.

Nike's Controversial Colin Kaepernick Ad Nabs Emmy Award
A billboard featuring former San Francisco 49ers quaterback Colin Kaepernick. (Justin Sullivan/Getty)
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During his company’s quarterly earnings call, Nike CEO Mark Parker revealed the controversial Colin Kaepernick-fronted advertising campaign which rolled out earlier this month has led to “record engagement with the brand.”

Since the “Just Do It” Kaepernick ads first ran, Nike’s stock has risen 6.25 percent, an increase in value for the company of $6.38 billion. However, after the earnings were announced yesterday, stock prices fell more than 4 percent after hours.

“We feel very good and are very proud of the work we’ve been doing,” Parker said on the call. “We know it’s resonating quite strongly with consumers here in North America and around the world.”

The company’s revenue over a three-month period that ran until August 31 – the day before the first Kaepernick ad appeared – was up 9 percent to $9.9 billion.

Though Parker never formally addressed Kaepernick during the call, he did say the company is “very proud of the work that we’re doing with ‘Just Do It.’”

“The success we’re seeing today starts with great products. It’s ultimately where the consumer cast their vote,” he added. “Our innovation platforms are building a foundation for growth over many years.”

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