Following the announcement about Kaepernick, Nike’s net favorability (which is calculated by subtracting negative sentiment figures from positive sentiment) dropped 34 points in two days, from a net favorable rating of plus 69 on Sept. 3 to a plus 35, according to a Morning Consult report released Sept. 6. Net favorability also dropped among all key demographics.
The overall figure fell further to plus 28 on Sept. 12, its lowest point since Morning Consult began tracking the company in October 2016.
Now, Nike is slowly bouncing back, with its current net favorability standing at plus 39 as of Tuesday.
To be sure, the company’s decision to feature Kaepernick had its fervent supporters as well. Nike’s online product orders rose 31 percent between Sept. 2 and Sept. 4, according to digital commerce researcher Edison Trends, compared to a rise of 17 percent during last year’s Labor Day weekend.