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Nike sales surged 31% in the days following the unveiling of the advertisement starring former National Football League quarterback Colin Kaepernick an analyst said on Saturday. They said: "Nike sales grew 31 percent from Sunday through Tuesday over Labor Day this year, besting 2017's comparative 17 percent increase".

When news broke this week that Colin Kaepernick would become the new face of Nike's Just Do It campaign, many were taken by surprise. But the research confirms that, at least for now, the company is suffering no negative repercussions in sales.

Nike aired the first commercial featuring Kaepernick during the NFL's season kickoff game Thursday night. "Even if it means sacrificing everything", written across a black and white close-up of Kaepernick's face.

According to research analyst Edison Trends, the risk the US sportswear giant took after featuring Kaepernick who has been in the spotlight for his protests during the games national anthem' has paid off.

Sources say Kaepernick watched the ad's premiere from Nike headquarters in Oregon.

U.S. President Donald Trump on Wednesday criticized Nike Inc for its new advertising campaign featuring Colin Kaepernick, the NFL quarterback who sparked controversy by kneeling during the national anthem.

Colin Kaepernick watched the TV debut of his new Nike ad from the apparel giant's headquarters in OR, according to The Associated Press.

Not only did shares in Nike fall this week after it announced its new campaign with Kaepernick, favorability of the company also dropped by double digits and there was no boost among key demographics. The NFL should have taken a bold stand on this, but they fumbled it badly and now Nike is piling on. Kaepernick, an unsigned free agent, began kneeling during the national anthem in 2016 to bring attention to police brutality against African-Americans as well as other racial injustices.

Kaepernick and other prominent athletes who kneel during the anthem have repeatedly said that they do not mean any disrespect to members of the US military. "If Nike really does believe that law enforcement in this country is unfair and biased, I think we will look around".