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Again, it does matter. They say fuck Nike but gladly go buy adidas who is upset they were unable to sign him and supports his message equally.
Long term this is good for Nike. It will strengthen brand loyalty for those who side with Kaepernick. It will help them internationally, especially since their biggest markets are diverse metropolitan cities.The vast majority of the population isn't going to care one way or the other when buying apparel. None of the teams and universities are going to cancel their apparel contracts with Nike over this. And when those contracts are up for renewal, they'll resign so long as Nike's offer is attractive.
So, this basically only hurts them with the subset of the population who is upset enough with Kaepernick to alter their sports apparel purchases. I can't imagine that there are enough regular sneaker purchasers who are upset with this to offset the gains.