By the numbers: Nike's bottom line survives the culture war

By the numbers:

• Between the Sunday of Labor Day weekend and Wednesday, Nike's sales rose 31%, according Edison Trends, a digital-commerce researcher. In the same period last year, product orders fell 2%.
• Nike pulls in $43 million worth of free media exposure despite public backlash, according to Apex Marketing, Bloomberg reports.
• After a 3% stock dip from the initial news, Nike stock regained 93% of the decline, per MarketWatch.
• Nearly 60% thought brands should take a position on controversial issues no matter what, rising to 83% when combined with those who wanted companies to take a stance only if it related to their products or services, according to a report from eMarketer.

The other side: A Morning Consult poll released right after the campaign launched showed Nike’s brand favorability dropped 34 points from a net +69 favorable impression (76% favorable, 7% unfavorable) among consumers to a net +35 favorable impression (60% favorable, 24% unfavorable), per Axios' Sara Fischer.

• According to the poll, before Nike announced Kaepernick as the face of its ad campaign, only 2% of Americans reported hearing something negative about Nike recently. That number increased to 33% after the announcement.