Nike's controversial bet on Kaepernick has millennial investors piling into the stock (NKE)

  • Nike has grown in popularity among millennial investors after releasing its controversial Colin Kaepernick ad.
  • A total of 15,191 investors added Nike to their portfolios on Robinhood this week, up 45% from last week.
  • President Donald Trump tweeted Wednesday criticizing Nike's polarizing ad.
  • The company is trying to reach a younger demographic, an analyst said. 
  • Watch Nike trade in real-time here.

Nike's controversial ad featuring Colin Kaepernick has paid off, at least among millennial investors, according to data from Robinhood, a no-fee brokerage popular among younger traders.

The sneaker maker tapped several athletes including Kaepernick, the football quarterback who protested racial injustice by kneeling during the national anthem, as the faces of a campaign marking the 30th anniversary of its "Just Do It" slogan.

RELATED: People react to Nike's Colin Kaepernick ad campaign

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People react to Nike's Colin Kaepernick ad campaign
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People react to Nike's Colin Kaepernick ad campaign
.@Nike Due to your support of C.K. in your coming adds, I as an American can no longer support your company.… https://t.co/vKkFpsg87P
First the @NFL forces me to choose between my favorite sport and my country. I chose country. Then @Nike forces me… https://t.co/ZUqEd7ldUd
Our Soundman just cut the Nike swoosh off his socks. Former marine. Get ready @Nike multiply that by the millions. https://t.co/h8kj6RXe7j
The Twitter user ArtenenAeolus shared a video, since deleted, of a man burning some Nike products. (ArtenenAeolus/Twitter)
When you find out #nike is supporting #ColinKaepernick #BoycottNike 🔥🔥🔥 https://t.co/EQRGcPoaFr
When you find out #nike is supporting #ColinKaepernick #BoycottNike 🔥🔥🔥 https://t.co/EQRGcPoaFr
Nike ran the numbers. They’ll be ok. But please, burn your socks.
Not playing around. #BackTheBlue #BackTheArmedForces #NikeBoycott https://t.co/uoJcRVJZM5
I just gave $10 this weekend to a homeless veteran. Instead of burning your Nike gear like a goddamned idiot, donat… https://t.co/57AUzQbNL2
#NikeBoycott meet this #VeteransForKaepernick Retired Navy Chief. I served so that Kap can have his voice and spea… https://t.co/QspDdYckjZ
Waiting for Goodwill to open this week with all the new Nike gear... #ColinKaepernick #nikeboycott https://t.co/4nqSOrknrj
Hey #Nike . I don't wear politics or anything related to #ColinKaepernick I no longer buy 5 to 6 pairs per year of… https://t.co/IlATG1XUMI
.@Nike Due to your support of C.K. in your coming adds, I as an American can no longer support your company.… https://t.co/vKkFpsg87P
Let me guess we‘re boycotting Nike because by them supporting Colin Kaepernick they are somehow “disrespecting the… https://t.co/VJF0LOJXDG
Ripping my Nike Air Max to own the libs #BoycottNike https://t.co/FYzpNoZiHX
Can't believe Nike would do such a thing. @Nike @Kaepernick7 #fire #JustDoIt #BoycottNike https://t.co/otqcS49AMu
.@Nike how you going to endorse @Kaepernick7 a person that advertises socks with cops portrayed as pigs, a person t… https://t.co/V2AW0OoMvI
@BreitbartNews Burned my #Nike https://t.co/62rQsXomRH
@TheLastRefuge2 @R_Daneel_0livaw Takin out the trash @Nike #nikeboycott https://t.co/Iz532FatEQ
I just wrote “NIKE” on twenty dollar bills and burned them to own the libs.
wow can’t believe colin kaepernick just became the official spokesperson of brake lines
I'm finally cutting out the Nike logos out of my Nike pillow case! https://t.co/cP9Un6PVzH
Breaking: Nike responds to MAGA backlash https://t.co/8NQj0Y9Hkt
them: Gonna burn/throw away my Nike gear because they are unpatriotic Nike: https://t.co/k1kroZ02cG
“This is terrible marketing. Just awful. I’m gonna show everyone how terrible this is. That’ll show Nike.” https://t.co/XNN06YnPMF
Racists: I’m never buying Nike again Nike: https://t.co/YGD23VWVFA
nike brilliantly found a way to get the least stylish people to stop wearing its stuff
oh wow not sure how Nike's going to survive if they lose the 70 year old white man market
When you can’t find a cross https://t.co/efrqlN09fH
Me, looking to see if anybody burns some Jordans rather the Nike’s they got on the clearance rack https://t.co/5ZKHvpqJOP
Going one step further and no longer worshiping Nike as my goddess of victory. Will ONLY recognize Victoria, her Ro… https://t.co/m1SnsmHcws
Wow Nike. Not a good look https://t.co/MZrOXdukxV
I actually need a new pair of workout shoes. The choices are dizzying. The #NikeBoycott helps me narrow the decisi… https://t.co/rqKgx8hAfY
I Always thought the Air Jordan’s craze was silly. But I will be buying 10 pairs of Those "Air Kaepernick’s" when t… https://t.co/xQM13jsWej
Whether you agree with Nike doing the Kaepernick ad or not it’s bold and I like it. Wish more big companies took risk to make a statement.
✊🏾 https://t.co/P5xQr2lwLk
Legendary. https://t.co/mvS6ChlXhH
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Nike shares are down 2% this week, following the campaign reveal on Monday. Meanwhile on Robinhood, a total of 15,191 investors added Nike to their portfolios this week, up 45% from last week, according to Business Insider's tracking of the data.

"Investors on Robinhood are buying Nike stock 300% more than they are selling, compared to 12% last week," Sahill Poddar, the app's data scientist, told Business Insider on Tuesday. "Investors in Oregon, where Nike is headquartered, are buying the stock 850% more than they are selling."

Nike is the 37th most popular stock on the brokerage, up from 57th last week. 

The issue of players kneeling during the national anthem could once again take center stage as the NFL season kicks off on Thursday. It drew the ire of President Donald Trump, who tweeted Wednesday about Nike's ad featuring Kaepernick.

"Nike is getting absolutely killed with anger and boycotts," Trump tweeted. "I wonder if they had any idea that it would be this way?"

According to Oppenheimer analyst Brian Nagel, the sneaker giant is taking some short-term pain for long-term gain. Nagel said that the company is trying "to make some noise" in the industry via its athletes and their stories, regardless of any political leanings, according to MarketWatch.

Shares of Nike are up 29% since the start of this year.

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