I’d say this was smart advertisement from the start, and now it’s paying off. The minor stock drop after the campaign announcement was nothing more than the market reaction to something that was not anticipated, and nothing more. You may like or not like Kaepernick, support his cause or not, but you gotta agree that the guy is provocative and that means that this campaign got to a lot more people than usual. The disagreement, protests, boycotts just enhanced the campaign by giving Nike free publicity. This was a smart move for a change.
https://thehill.com/blogs/blog-briefing-room/news/407936-nikes-deal-with-kaepernick-added-almost-6-billion-to-companys