Nike did not need Kaepernick; sales were up before the campaign | CMO Strategy

The first feedback on Nike's controversial Colin Kaepernick announcement shows that it has helped the brand. But the company was already on a roll before its release on September 3rd.

Nike reported Tuesday that revenue for the quarter ended August 31 reached $ 9.9 billion, up 10% over the same period last year, thanks to international growth double digit Net income for the period was $ 1.1 billion, up 15% from the same period last year.

Leaders avoided discussing Kaepernick's advertising on a conference call until they were interviewed by analysts, and even then, CEO Mark Parker avoided mentioning the former quarterback. back of San Francisco. But Parker voiced a vote of confidence in the campaign, which was widely seen as Nike's backing for NFL players who kneel in the national anthem to protest social inequities.

"We know there are so many consumers here in North America, but also around the world," said Parker.

The campaign, which celebrates Nike's 30th anniversary of "Just Do It", is helping Nike's continued commercial momentum, Parker said. It includes several athletes. Parker mentioned several names, including Serena Williams and Odell Beckham Jr., but still avoided naming Kaepernick, who tells the "Dream Crazy" commercial that attracted the most attention.

Nike has seen "a record engagement with the brand as part of the campaign," Parker said during the call. He said that it helped to generate traffic both socially and commercially.

But Nike's action fell after hours of trading. Bloomberg cited gross margins reported that missed analysts' estimates.