Update: Colin Kaepernick’s Nike Ad Has Created Over $135 Million in Media Buzz

Colin Kaepernick kneeled for what he believed in on the football field. He’s ignited a national debate over police brutality and racism, and that strong stance allegedly got him kicked out of the NFL.

Nike decided to stir up controversy and debate by making him the new face of the Nike brand, along with the slogan: “Believe in something. Even if it means sacrificing everything.”

A new estimate from Unstung Media now states that the buzz surrounding Kaepernick’s Nike ad has amounted to $137 million worth of media exposure since it’s release.

Unstung Media said that the consumer opinion of this ad is either negative or positive, which will increase the debate and controversy surrounding the ad. In turn, increasing the free coverage that this ad receives.

Nike’s Legacy

Nike shares dropped 3 percent in the short-term. Although in the grand scheme of things, this won’t affect Nike’s business much in the long-term. Nike is such an established brand that they can afford to be a part of such a controversial campaign.

That $137 million price tag on the resulting media exposure is worth a little controversy.

This was a great PR move by Nike, and other competing brands should take notice of this masterful ad campaign.