Nike risked their reputation and sales by spearheading a new marketing campaign with a tweet—“Believe in something, even if it means sacrificing everything”—from controversial ex-NFL quarterback turned social justice activist Colin Kaepernick. The initial backlash the company endured for using the national-anthem-kneeling social justice activist as a spokesperson quickly shifted following worldwide media commendation for Nike taking a moral stand.

Kaepernick’s tweet was followed by an ad that also featured the tweet and Nike claims the campaign generated $163 million in earned media, a $6 billion increase in brand value, and a 31% increase in sales.