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The upside of alienation: Nike's power

  • Opinion
  • September 13, 2018
  • Graham Medcalf
The upside of alienation: Nike's power

The backlash to Nike’s new Colin Kaepernick campaign on social media would make a casual observer believe that Nike’s marketing team has made a fundamental mistake in going political, particularly at the height of the most divisive cultural war in U.S. history since the civil war of the 1860’s.

For those who have been living under a rock, Kaepernick, decided not to stand (took a knee) for the national anthem to protest racial injustice, in 2016.

Nike’s new campaign makes him a hero: “Believe in something, even if it means sacrificing everything.”

“Nike shares fall as backlash erupts over new ad campaign featuring Colin Kaepernick,” scream the headlines.

So, it must be a poor decision. Well no, actually. It seems to me to be a very astute understanding of Nike’s target market.

Anyone with a basic understanding of the demographic distribution and voting patterns in the United States will realise that the disposable income required to be a Nike advocate and multiple item purchaser, lies in the East and West coast states of America.

The rust belt voters who put Trump into office don’t have that much money. The loss of market share from the few who burn their Nike sneakers in the mid-west are more than made up for by the affluent left-leaning prospects for Nike footwear and apparel on the coast.

According to a report by Edison Trends, an advertising research firm, following a brief decline, Nike’s online sales grew to 31 percent in the United States’ Labour Day weekend – an improvement on the 17 percent increase seen in the same time period last year.

And closer to home, Zavy’s tracking of the reception to the new campaign shows Nike has been mentioned 323 times in comments on New Zealand media Facebook pages. Eleven percent of the mentions have been positive, while 14 percent have been negative and 76 percent neutral.

Nike has followed the money and decided to ‘Just do it’. Once the share market understands this the shares will rebound as market share soars. If I was Adidas, Puma or Under Armour in America, I’d be nervous right now.

The lesson for marketers? Don’t be scared to alienate the few to delight the many. Believe in something, even if it means sacrificing – not necessarily everything – but at least something.

​ ​

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InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

  • News
  • July 18, 2019
  • The Register team
InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

Grace Stratton, the 20-year-old founder of specialty ecommerce site All Is For All, has been named one of 50 global Badass Women by US glossy magazine InStyle. The list includes international celebrities like Mindy Kaling and businesspeople like Stitch Fix chief executive Katrina Lake.

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Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

  • Opinion
  • July 18, 2019
  • Elly Strang
Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

Idealog editor Elly Strang recently spoke at the Magazine Publishers Association conference about the importance of wellbeing in the workplace, and the key takeaways from Wellness Month. She shares why it shouldn't be thought of as a luxury nice-to-have, like yoga classes, as research is showing it impacts on your bottom line, as well as some tips on how to create change in the workplace.

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How HomeAR is incorporating AR into architecture design

  • technology
  • July 18, 2019
  • Courtney Devereux
How HomeAR is incorporating AR into architecture design

Many people struggle to envision plans from simple 2D renders and floor plans, as without a designer's eye, filling in blanks from imagination isn’t the most reliable method when it comes to something as important as building a brand-new home or store. Reactar has launched an augmented reality-based platform, HomeAR, to counteract this, which allows users to see and engage with homes in a virtual way, making the very personal process more reliable.

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Simon West is the new chief executive of Torpedo7

  • Who's Where
  • July 18, 2019
Simon West is the new chief executive of Torpedo7

Simon West, who has 20 years' experience leading companies like Ezibuy, has been appointed the chief executive of The Warehouse Group's outdoor retailer Torpedo7.

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Bay of Plenty D2C Saltysea opens its first store

  • Design
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  • Sarah Dunn
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  • News
  • July 16, 2019
  • Idealog
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Every business goes through a life cycle: start-up, growth, maturity and renewal, rebirth or decline. Once you’ve made it past the juicy, creative ideation stage and into the growth and maturity stage, the time for many comes to seek investment. But what do investors look for beyond a commercial return? And what do investors think New Zealand companies excel at when compared to our neighbouring countries around the world? Executive director of the Angel Association of New Zealand Suse Reynolds shares her top tips for those who are looking for investment.

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