Nike took a risk with its new Colin Kaepernick-narrated ad, but reaction in the immediate aftermath has been decidedly mixed, with somewhat conflicting messages of how it will impact the brand in the long run.

The ads, which made the ex-NFL player the face of Nike's newest "Just Do It" campaign, lit a firestorm on social media. Observers noted what a big risk Nike took by releasing the ad, which was easily predicted to be polarizing.

Now, Nike's favorability among customers may be taking a hit, at least, that is, according to one of the first polls to measure consumer sentiment in the immediate aftermath of the ad.

In surveys of more than 8,000 adults, Morning Consult found that net favorability of the brand had dropped 34 points overall, from 69 to 35, since the ad was released. Morning Consult constantly monitors brand reputation and was able to compare results of its surveys both before and after the ad made headlines. Brands can score on a scale of -100 to 100.

Among those who identified as Nike customers, net favorability dropped 13 points from 91 to 78. Favorability also dropped among Nike's core demographic of Gen Z and millennials. The only group that now has a net unfavorable rating — dropping all the way from a net positive of 75 points — were customers who identified themselves as Republicans.

Purchasing consideration also fell, with 39% of all adults saying they were either likely or very likely to buy Nike products, which was a decrease from 49% before the announcement. Adults who said they were not likely to buy Nike products doubled from 13% to 29% after the ad was released.

The boycott threats still may not impact Nike's business. An analysis of social media mentions by