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Colin kap nike ad full#

Nike stood behind something and it makes me want to support them more. Now, I am completely on board! I just hope there is some financial benefit derived from all this to education, expanding opportunities to less well off communities, and more.

I was neutral at best before the Kaepernick decision.

Similarly, we see 'emotion mirroring' here as Kaepernick narrates, "When they talk about the greatest team in the history of the sport, make sure it's your team." The female striker scores with a celebratory dance with a beaming smile, we see that the audience responds too. He takes a look back at his team mates with a cheeky grin that teases a smile from our audience. "If you're born a refugee, don't let it stop you playing soccer for the national team at age sixteen." After scoring a goal Davies runs to the crowd with his arms out stretched. See how emotion pivots when the next scene, wider frame, shows him wrestling his opponent despite not having any legs.

Colin kap nike ad full#

Unusually, both positive and negative emotions peak at the end and at similar levels, suggesting there was an almost equal divide in sentiment.Ī very strong start with a significant peak at 10 seconds where the young boy, frame cropped at the waist, poses full of attitude with arms crossed. We also asked for their comments after viewing, and used the latest addition to our platform, Verbatim Diagnostics – which uses AI to partition and report verbatim comments into themes – to provide an additional layer of insight into how customers feel about the brand. Using our ground-breaking AI platform, we measured the emotional responses of 300 Americans (young and old) to find out what they really think about the ad. īut how is the ad going down with ordinary, less vocal Americans? And are there any trends? Since when did the American Flag and the National Anthem become offensive? /4CVQdTHUH4īurning socks aside, showing that Nike stands for a lot more than just selling trainers has resulted in a 31% increase in sales since the ad campaign was first reported. Then forces me to choose between my favorite shoes and my country. When the news first filtered out, the sports brand’s stock price took an initial hit, no doubt sparked by images of people destroying their Nike clothing in protest across social media.įirst the forces me to choose between my favorite sport and my country. The response to the ad so far has certainly been mixed. Other players have since joined the protest – despite outrage from a number of Americans, including US President Donald Trump, who have accused them of being unpatriotic and "disrespecting the flag".

He hasn't played in the NFL since 2016, when he attracted criticism for kneeling during the American national anthem to raise awareness of police brutality against the black community. Kaepernick is a polarizing figure in the States. Nike’s decision to make American footballer Colin Kaepernick the face of its new ad campaign has earned the sportswear brand its fair share of headlines over the last past week – some positive, some not so positive.

So in case you have been hiding under a rock for the past week and missed it, here is a quick catch-up: Middle-aged demographic the least positive.Women instinctively more positive towards the ad.Negative emotions are due to narrative, not Kaepernick.50% of negative verbatims are about Kaepernick, not the ad itself.Given the tumult of press and comment across the media, some of the results were pretty surprising, as our tech highlights the differences in people’s perceptions around Nike's campaign. Using our AI-powered emotion tech and new dashboard feature, Verbal Diagnostics, which analyses the overall sentiment towards the brand by looking at viewers' comments, we looked at the sportswear giant’s controversial campaign in more detail to uncover what consumers really thought. Think you’ve heard everything you need to know about the new Nike ad? Well, guess again.