Amenity Analytics' ESG Model Analyzes Nike's Kaepernick Campaign

Creating an NLP-Based ESG Tracking System

Amenity Analytics, an industry leader in natural language processing (NLP) using artificial intelligence and machine learning, recently leveraged its expertise in collaboration with one of its clients, a global leader in media services to produce a targeted environmental, social, and governance (ESG) tracking system. The NLP model for this system was trained on news articles written specifically about companies whose ESG performance our client was interested in tracking. Called the Insight Engine, the NLP model systematically does the job of an ESG domain expert with unmatched accuracy, providing previously unavailable ESG investing analysis. By providing a custom tool, Amenity Analytics allowed our client to measure the impact of ad campaigns on ESG coverage in the news. One can see the power of this tool by looking at the recent ad campaign that Nike built around Colin Kaepernick.

Nike's ESG Tracking System

Analysis on Nike's Colin Kaepernick Campaign:
ESG Dashboard: Nike

"Nike's recent collaboration with Colin Kaepernick stands out as an example of how a brand can seize on a key cultural issue and make a statement about its purpose that resonates strongly with consumers." – 11/15/2018

Coming off a six-month downturn caused by workplace harassment and sexual discrimination claims, Nike successfully rebranded its ESG profile in early September 2018 with the release of a campaign that featured Colin Kaepernick. With the athlete-turned-activist providing the face of its new marketing campaign, Nike publicly supported his platform of protesting racial inequality, police brutality, and other discriminatory injustices. Amenity Analytics' NLP platform was able to reveal the transformation of Nike’s public image by identifying and analyzing insights in news coverage of the company,providing a valuable lens into how a company performs on environmental, social,and governance indicators.

Amenity Analytics’ NLP platform uses complex entity targeting to reduce a universe of news articles to only the pertinent insights for a given company.These insights fuel the calculation of an ESG score. As illustrated by our ESG Dashboard, Nike's ESG score experienced a positive turnaround between August and September 2018 (See: Figure 1). 

Figure 1: Nike 2018 Monthly ESG Score

The change reflects the wave of positive news coverage for Nike’s social justice campaign, which counteracted the previous trend of negative insights concerning workplace harassment. Despite initial criticism of the campaign, Amenity Analytics’ ESG analysis shows that overall, the campaign was ESG positive for Nike.

Further validating Amenity’s ESG score is the steady increase in Nike's stock price throughout September, a quantifiable indication that the campaign was positively received by both the general public and industry alike. Amenity’s sophisticated ESG score can provide invaluable wisdom about a company’s current and future standing with consumers that traditional data sources miss.


Amenity Analytics employs many novel techniques and breakthrough technologies to push the envelope of NLP, Machine Learning, and AI in the field of text mining and information extraction. Amenity’s proprietary software, VIP, enables users to not only parse with high accuracy, but also add context and metadata to each extraction, increasing the model’s recall and precision to unparalleled levels.These techniques allow Amenity Analytics to create an ESG investing dataset that encompasses the spectrum of consequential ESG factors

Request the Complete White Paper for Details on the ESG Model and More

Obtain a copy of this white paper which includes technical details about Amenity Analytics’ ESG model, and a sampling of the related media extractions from Nike’s ESG Dashboard. E-mail:

This communication does not represent investment advice. Transcript text provided by S&P Global Market Intelligence.

Copyright ©2019 Amenity Analytics. 

October 30, 2019

Ahead of the Fed: S&P 500 Bank Barometer

We’re back on Fed Watch! With the Federal Reserve’s Open Market Committee expected to announce another rate decision at 2pm on 30 October 2019, markets have baked in more than a 90% likelihood of a 25 basis point cut. We've kept a close eye on regional and diversified banks as earnings season progresses to gauge how lower rates are impacting management commentary as well as their business and economic implications. We share our analysis context ahead of the Fed’s announcement and press conference.
October 24, 2019

Sizing-Up New CEOs at Nike & Under Armour

Under Armour and Nike announced recently that their current CEOs are stepping aside and handing over control to the next generation of apparel giant leaders. Both successors have extensive experience in the upper echelons of corporate management. And as a result, we have both incoming CEOs on the proverbial record. We use Amenity’s suite of NLP tools below to analyze and estimate the level of clarity we can expect from Patrik Frisk and John Donahoe when they take the reins.
October 21, 2019

Earnings Update: Netflix 3Q19 Episode 2

In a follow-up to our Netflix 3Q19 preview, Amenity’s NLP models analyzed what analysts and executive language on the call related to business fundamentals. We observed a modest uptick in Netflix’s sentiment score this quarter, meaning that management spoke more positively about things that matter to business health than last quarter. In our view, we read the Netflix plotline playing out as a pivot to international user and content markets.
October 21, 2019

Earnings Preview: KMI & SLB Kick-off Energy Sector

Going into another week of earnings, we offer a sneak peek into the large cap energy firms. Robust production, softening demand, and fears of a slowing US economy are set against a backdrop of trade tensions and industrial uncertainty that have left energy firms exposed. Amenity’s NLP models examined two early energy reporters: Kinder Morgan (KMI) and Schlumberger (SLB), finding both companies’ net sentiment on fundamentals turning south.

Stay Informed: Join Our Newsletter

Keep up to date with our analyses and how we're making changes.