Colin Kaepernick Generated $43 Million in Buzz in 24 Hours
Colin Kaepernick stood—or rather, kneeled—for what he believed in on the football field. He ignited national fury over police brutality and racism, and that allegedly got him colluded out of the NFL. So Nike decided to piss off a lot of people and make him the new face of the brand, along with the slogan: "Believe in something. Even if it means sacrificing everything."
You can't put a price tag on believing in something. But you can put one on media buzz.
Money reports that the buzz surrounding Kaepernick's Nike ad amounted to $43 million worth of media exposure in 24 hours. The Apex Marketing Group, which made the estimate, also said that most of the buzz ranged from neutral to positive in support of the Nike-Kaepernick partnership.
Nike shares did drop 3 percent Tuesday, which some have read as a reflection on the ad, but as others have pointed out, competitors like Adidas and Puma suffered a similar drop. In other words, how this actually affects Nike's business in the long run remains to be seen.
But enough about giant corporations with numerous flaws. Kaepernick is the real hero here. His deal with Nike is said to "rival those of other top N.F.L. players," according to The New York Times, and he got Nike to donate to his "Know Your Rights" campaign. As Charles P. Pierce wrote for Esquire Tuesday:
Kaepernick has managed to split Nike off from the NFL, enlist the company in his protest against police violence, encourage other players in their own protests, and do it all while putting some ill-gotten corporate money to good use, and putting a little of it into his own pocket as well.
That $43 million price tag on the resulting media buzz rings of success, too.
You know what else you can put a price tag on? All those socks, shoes, and tees Kaepernick haters are burning to "boycott" Nike. That's hard-earned money going up in flames. Whatever it takes to own the libs, I guess.
This story originally appeared on Esquire.com. Minor edits have been made by the Esquiremag.ph editors.