When Nike chose activist Colin Kaepernick to be the new face of its “Just Do It” campaign, it condemned some of its merchandise to be burned. Or cut up. Or thrown out. A whole contingent of pissed off people destroyed stuff they already paid for, called for boycotts, and warned Nike that it would fail as a business.

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As it turns out, those people were wrong. According to Bloomberg, Nike shares hit an all-time high Thursday night, closing at $83.47. Analysis also shows that Nike sales are trending above where they were last year. For example, data from Edison Trends shows Nike’s online sales grew 31 percent over Labor Day weekend this year from Sunday to Tuesday; Kaepernick announced the campaign that Monday. Last year, online sales only grew by 17 percent over that time period. Kaepernick’s campaign also made an estimated $43 million in marketing buzz in its first 24 hours.

But this is only one way to measure success. The good this campaign might do for Kaepernick’s cause is a much more important metric.



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