Nike’s Controversial Week

Because of the existing data of the incredible aftermath of this campaign, it is easy for me to conclude that choosing to use this ad was the best decision for Nike. Even now, weeks later, simply searching "Colin Kaepernick" shows "Nike hits all-time high after Kaepernick ad backlash" as the first article result.
I think this was a home run for Nike. I have always been told that any publicity - good or bad - ultimately contributes to exposure for a company. And any exposure - any way to get your name out there is a good thing. Because this ad in particular had so much controversy, it was talked about on so many different platforms and news sources that the brand got so much more publicity than they otherwise would have.
As proof, we can examine the Nike stock prices. They are currently the highest they've ever been. Despite the slight drop after it was released, stocks are at all time highs.
Social media is very important to examine in this time, and across platforms the ad drew record numbers of likes and engagement as compared to previous posts.
Many detractors were not as impressed. Those who did not agree with Kaepernick's actions aside from being vocal about it, even went to endorse boycotts of the brand. Others were simply upset that Nike brought up politics. However, supporters were also very happy with the use of Nike's platform to introduce ideas and facilitate discussion.

Regardless of personal opinion, it was marketing genius.