#NikeBoycott Is Over. Why Activism Rarely Changes Sales.


The Nike Inc. ad featuring NFL quarterback-turned-activist Colin Kaepernick divided American shoe buyers, with some calling for a boycott of the company and others vowing to buy more of its sneakers.

Odds are the activism won’t last.

Companies from Nordstrom Inc. to L.L. Bean have faced controversies that prompted a segment of consumers to…


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