Since the controversial ad campaign featuring former NFL player Colin Kaepernick appeared earlier this month, Nike has sold out 61% more merchandise,according to online sales data tracked by Thomson Reuters Proprietary Research.
“Sold out” describes items that went completely out of stock at any point from Sept. 3 through Sept. 13. Even if the items were then restocked, this is still counted as soldout.
The athleticwear giant sold out far more items between Sept. 3 and Sept. 13 than in the 10-day period before the ad came out, according to the research. Additionally, Nike discounted fewer products in the period after the ad compared to before: 32% before, 30% after.
Among the top sold-out categories were shorts (13%), intimates/sports bras/base layers (12%), and pants (11%). Nike saw its Colin Kaepernick women’s jersey sell out on Sept. 17.
The retailer’s online sales jumped 31% between Sept. 2 and Sept. 4, in comparison to 17% growth during the same period in 2017, according to data from Edison Trends. But the more recent research shows that the further into the campaign, the more momentum seems to be swinging in Nike’s favor.
While investor sentiment tilted negative in the immediate wake of the campaign’s unveiling, with Nike stock dipping 3.2% on Sept. 4, the stock is now up nearly 7% since the drop.