JUST DO IT #MISTAKE? Nike Teams Up With Kaepernick. Images of people torching Nike shoes and cutting swooshes out of gear surfaced on Twitter..By Todd Horwitz, Bubba Trading

 

Nike Inc. ventured into charged political territory when it put National Football League quarterback-turned activist Colin Kaepernick at the center of its latest advertising campaign, risking backlash to align itself with a cause that has resonated with young consumers.

The Oregon-based shoe giant saw opposition to its decision in the aftermath of the announcement when many shoppers began calling for boycotts of its products. Images of people torching Nike shoes and cutting swooshes out of gear surfaced on Twitter and other social-media sites, countered by expressions of support for Nike and Mr. Kaepernick. Shares of the company fell more than 3% Tuesday, though they are still up about 27% for the year.

The reaction laid bare the perils of Nike’s decision to feature Mr. Kaepernick, who emerged as the face of protests in 2016 when he began kneeling on the field during the national anthem to call attention to racial injustice and social inequality. The player protests Mr. Kaepernick helped kick-start have been a contentious issue for the NFL, with criticism coming from President Trump and fans who have labeled them unpatriotic.

Now, with just one tweet, the former N.F.L. quarterback and Nike have set the world alight, causing a flurry of stories in major publications, inspiring a top trending hashtag across social media and possibly even contributing to a broader decline in the stock market.

Reaction to Kaepernick’s tweet was swift. Almost immediately, “Just Do It” and “Nike” became top trending terms on Twitter in the United States, and by morning the hashtag #NikeBoycott was one of the most used on the social media service. People posted videos and photographs of themselves destroying their Nike apparel in response to the company’s decision to work with Kaepernick. Kaepernick has been a Nike endorser since he entered the N.F.L. in 2011.

Todd “Bubba” Horwitz

IN ASSOCIATION WITH

Financial Markets & Political Commentary

 

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Todd Horwitz - Author of “Average Joe Options“. Todd began his trading career in 1980 at the CBOE. He was one of the original traders in the OEX & helped start the SPX. He is a member the CME where he trades S&P futures as well as foreign currencies & is a regular contributor to CNBC, Bloomberg, BNN, Fox & many other major news networks.