Nike is getting a lot of coverage (well, whatever isn’t devoted to Bob Woodward’s new book) for picking Colin Kapernick to be in their new ad. All of the coverage I’ve seen on this has centered on how it’s going to affect consumers. Implicitly, American consumers.
But guess what? Roughly half of Nike’s revenue comes from the rest of the world. Even if Nike sees a dip from American conservatives who care about Kapernick (that isn’t offset by liberal consumers) sales in the rest of the world are either (a) going to go up, or (b) stay the same.