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36% Less Likely to Buy Nike Products After Kaepernick Hire

Wednesday, September 12, 2018

Athletic brand Nike caused quite a stir earlier this month when they announced former San Francisco 49ers quarterback Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign. Kaepernick, best known for his on-field protests, is a controversial figure among Americans and has already led many to boycott the sports brand.

Forty-five percent (45%) of American Adults have at least a somewhat unfavorable impression of Kaepernick, according to a new Rasmussen Reports national telephone and online survey. Nearly as many (40%) view the former National Football League player favorably. This includes 21% who view Kaepernick Very Favorably and 31% who have a Very Unfavorable opinion of him. Another 15% are undecided. (To see survey question wording, click here.)

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The survey of 1,000 American Adults was conducted on September 9-10, 2018 by Rasmussen Reports. The margin of sampling error is +/- 3 percentage points with a 95% level of confidence. Field work for all Rasmussen Reports surveys is conducted by Pulse Opinion Research, LLC. See methodology.

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