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Nike's decision to make Colin Kaepernick the face of his 30th anniversary campaign has dominated the news in the world of sports and politics since its announcement. Although at first glance, it seems that the sneaker giant takes a huge risk and fires the fires of a divided country, it is actually a fairly calculated gesture on the part of society. A market study revealed that Nike's latest advertising campaign is perfectly in tune with the race, age and political views of its current customer base, which makes it clear.
TMZ has been in contact with a source who has direct knowledge of Nike's marketing, which allows the publication to gain insight into the company's decision-making. From what has been revealed, the majority of Nike's most loyal customers align directly with those who support Kaepernick's protest campaign.
Non-white races and ethnicities, mainly African-Americans, Hispanics and Asians, are more represented in Nike's customer base than in the current US population. According to statistics given at TMZAfrican Americans make up 13% of the population, but 18% of Nike's market share. The same story holds true for Hispanics, who make up 16% of the population, but 19% of Nike buyers, and Asians, who represent 3% of the population but 5% of Nike's customers.
These statistics reveal that white Americans are actually underrepresented in the Nike consumer world. Current figures reveal that although Caucasians in the United States make up about 75% of the population, they represent only 67% of Nike's base. Moreover, within this base of white Americans, the majority of this population still corresponds to the age and politics that would lead them to support the Kaepernick advertising campaign.
For those who keep track of the numbers, TMZ explains that the numbers do not rise to 100%, because marketing figures represent those who identify as several races.
Nike's age demographics are also much younger and, therefore, a more favorable demographic factor for Kaepernick. Statistics show that people aged 18 to 34 represent 30% of the US population and account for 43% of Nike's customers. For people aged 65 and over, who represent 19% of the population, they represent only 6% of Nike's customers.
Turning to the policy, the figures show that Nike's customers are 7% less likely to be Republicans than the general population and 3% more likely to be Democrats.
So in the end, even if Nike has taken risks with this campaign, the majority of negative reactions will come from those who are not part of its target population. A sufficiently calculated commercial decision that should be expected from a company worth billions.
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