A new poll from Morning Consult shows that Nike’s brand favorability has dropped 34 points from a net +69 favorable impression (76% favorable, 7% unfavorable) among consumers to a net +35 favorable impression (60% favorable, 24% unfavorable).

Why it matters: The iconic brand has not shied from using its marketing prowess to wade into political and cultural issues in the past, but its newest ad campaign featuring Colin Kaepernick has become particularly divisive, given the polarizing nature of race relations in the U.S. under the Trump administration.

While Nike could face negative purchasing consideration as a result of the campaign, experts argue the sports goods giant likely calculated these risks and deemed that it wouldn't impact its bottom line significantly, despite any short-term pushback.

According to the poll, before Nike announced Kaepernick as the face of its ad campaign, only 2% of Americans reported hearing something negative about Nike recently. That number increased to 33% after the announcement.

The poll also found that purchasing intent was down after the announcement.

Earlier Morning Consult polling shows that brands have relatively little upside in wading into issues that involve President Trump.

The poll's full methodology can be viewed here.