Breakdown on Nike

posted by Joel Riley - 

We know the Colin Kaepernick Nike ad will run tonight during the opening game for the NFL season (Eagles / Falcons). We know it's already caused quite a bit of conversation and reaction. But what you may not know is that Nike is getting almost exactly what they wanted.

According to a story on TMZ this morning... 

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.

Also from TMZ... 

As for age ... according to Nike's stats, 18 to 34-year-olds comprise 30% of the U.S. population, but they represent a whopping 43% of Nike buyers. On the other hand, people 65 and older account for 19% of the population, but represent only 6% of Nike customers. 

Now politics ... Nike consumers are 7% less likely to be Republicans than the general population, and 3% more likely to be Democrats. 

As far as folks who want to protest, burn, and boycott, Nike's message is clear... just do it.


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