While 23% of consumers felt “disgusted” by Nike’s Colin Kaepernick ad campaign, 26% of consumers reported a positive emotional response. Nike’s market price is also at an all-time high of $135 billion. This correlation suggests that Nike took a calculated risk, knowing its shoppers tend to be young urbanites with little military affiliation. As a result, Nike’s target audience maintained a higher energy for the brand — a score of 50 versus 42 — on Forrester’s Consumer Energy Index ranking.

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