Watch Nearly 2,000 Consumers React in Real-Time to Nike's Kaepernick Commercial
Dial-testing shows demographic groups react in strikingly different ways to Kaepernick's message


A Morning Consult report from earlier this week found Nike’s reputation has sustained a notable hit following the release of their new ad campaign featuring former NFL quarterback Colin Kaepernick. Now, a video dial-test of nearly 2,000 consumers provides further context into how Americans are reacting to this commercial, and how it may impact perceptions of the brand.

Respondents were asked to indicate in real-time whether they had a favorable or unfavorable view of the commercial they were watching.

Watch the results unfold as the ad plays below, noting where opinions start to diverge among different generations. 


Overall, 39 percent of Americans said they had a very positive opinion of the ad, compared to just 9 percent who had a negative opinion.

The results indicate that black Americans, Democrats and younger generations were much more receptive to Kapernick’s involvement and message than white Americans and Republicans. Additionally, Nike users had a more favorable view throughout than non-Nike users.


The survey was conducted Sept. 6-7 among a national sample of 1,902 adults 18 years and older. Respondents were shown Nike’s ‘Just Do It’ ad and then answered a series of questions about the commercial. The interviews were conducted online and the data were weighted to approximate a target sample of registered voters based on age, race/ethnicity, gender, educational attainment, and region. Results from the full survey have a margin of error of plus or minus 2 percentage points.

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