photo credit: pio3 // Shutterstock
Nike has broken down all the numbers and have determined that they will be just fine with Colin Kaepernick as their new face since blacks, hispanics, and asians are majority of their buyers.
Nike’s marketing team did its fair amount of research before signing Colin Kaepernick on their campaign. Based off race, age and political views, it looks like most Nike customers are in sync with the new campaign. According to TMZ and their Nike sources, African American, Hispanics and Asians are more strongly represented in Nike’s consumer base than they are in the U.S. population.
For example, the company’s market research shows 13% of Americans identify as African American, yet 18% of Nike buyers are black. Hispanics account for 16% of the population, but represent 19% of Nike buyers. And, Asians account for 3% of the population, but 5% of Nike customers. Caucasians are under-represented in the Nike world. The white population in the U.S. is 75% — but they comprise only 67% of Nike’s customers. And, of those, Nike believes a very large percentage, especially young whites, support Colin. (Just in case you were wondering, the percentages don’t add up to 100 because some people in the research identify as more than one race.)
Those protesting the company are outside of the company’s worry, they simply don’t fall within the sweet spot of their research. Therefore, they are a non-factor in the company success moving forward. Plus, the campaign was to promote social change that current and future athletes would be here for.
Written by Clarke Jones