Though some consumers threatened to boycott Nike after it aired an advertisement featuring former NFL quarterback and activist Colin Kaepernick, the company's stock and sales have spiked since the ad, according to Reuters.
Nike has sold 61 percent more merchandise since the ad aired, and sold out more items in the 10 day period after the ad than the same period preceding it. Though their stock dropped slightly after the ad, it has rebounded and is now up nearly 7 percent.
"These strong statistics reinforce the notion that Nike is standing firm – and not just in a social context," said Jharonne Martis, director of consumer research at Thomson Reuters. "They don’t need to participate in the discounting that tends to plague other retail brands."