Nike's flashy, socially conscious new Colin Kaepernick ad campaign is good for more than just memes.
It's good for business.
Nike shares have surged 36 percent on the year, making the company the top performer on the Dow's index of 30 blue-chip stocks. The run-up includes a nearly 5 percent increase since Nike's Labor Day announcement that Kaepernick would be featured in its campaign, adding nearly $6 billion to the company's market value.
The stock continues to hover near an all-time high, which it reached in mid-September only weeks after some Nike customers publicly burned their shoes to express their displeasure at the new ad.
Makes you wonder if any of the folks who burned their Nikes will sometime in the future end up buying more Nikes.