Nike's favorability dropped double digits after the announcement of its new campaign featuring Colin Kaepernick, according to a new Morning Consult survey.
The survey found that before the campaign was announced, consumers had a net favorability rating of +69 regarding the sporting apparel company. However, that number dropped 34 points to +35 after the announcement, according to Morning Consult.
Morning Consult also found that approval for Nike dropped across the board, among all groups surveyed.
Republican favorability for the company dropped over 70 points, while favorability among Democrats for Nike dropped from a +74 favorability rating to +65.
It also dropped among blacks, going from +82 to +74.
Nike announced earlier this week that Kaepernick would be the face of its "Just Do It" campaign.
The former San Francisco 49ers quarterback gained national attention in 2016 when he became the first player to take a knee during the national anthem during the NFL season in an effort to protest social and racial injustice.
President Trump has slammed players taking the knee, saying they should be fired and suggesting they don't belong in the country.
Trump said Nike's move to make Kaepernick the face of its campaign sent a "terrible message."
“I think it’s a terrible message that they’re sending and the purpose of them doing it, maybe there’s a reason for them doing it,” Trump said in an interview with The Daily Caller. “But I think as far as sending a message, I think it’s a terrible message and a message that shouldn’t be sent. There’s no reason for it.”
The Morning Consult poll was conducted from Aug. 21 to Sept. 3 among 5,481 adults for the pre-announcement portion. The post-announcement portion was conducted on Sept. 4 and Sept. 5. The margin of error is plus or minus 3 percentage points.
Morning Consult senior reporter Joanna Piacenza told Hill.TV's Joe Concha that while the numbers look bleak for Nike at the moment, the campaign could help them in the long run.
"They're very upfront, and they're really setting themselves up to be the progressive athletic wear," Piacenza said on "What America's Thinking."
"Despite these numbers, it could be a success for them because they do tend to have a younger, more liberal audience."
— Julia Manchester