SAN FRANCISCO, CA - SEPTEMBER 05: A billboard featuring former San Francisco 49ers quaterback Colin Kaepernick is displayed on the roof of the Nike Store on September 5, 2018 in San Francisco, California. (Photo by Justin Sullivan/Getty Images)

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Media Exposure From Nike’s Kaepernick Campaign Worth At Least $163 Million

But the company’s market capitalization is down $3.4 billion since the campaign debuted.

It only made its official debut last night during Thursday Night Football, but the media exposure from Nike’s new “Just Do It” campaign has earned the company $163 million and counting.

On the downside, the company’s market capitalization is down $3.4 billion since the Colin Kaepernick-fronted campaign was announced on social media on Labor Day.

The $163 million is almost four times the $43 million in exposure the well-calculated campaign tallied in its first 24 hours, according to Apex Marketing Group.

And, as they say, any publicity is good publicity as the Apex characterized roughly 40 percent of the buzz from the campaign as positive, 30 percent as negative and 30 percent as neutral.

As for the actual ad that debuted last night, “Dream Crazy,” it has been an NFL-grade hit with consumers.

According to Ace Metrix, a company that provides real-time data on major advertisements, “Dream Crazy” registered in the 10th percentile of Ace Metrix’s “polarity” score, meaning 90 percent of ads were found to be more polarizing by viewers.

Here’s the ad:

Read the full story at Bloomberg