The Risks of Signature Social Programs

When Nike started to support Colin Kaepernick, quite a lot of people took to social media outraged that they were supporting him. At the time, Wall Street was very concerned about how this support of Kaepernick would impact the market value of the brand. Several months later, turned out that it had improved the market share. How do you see the risk taking involved in signature social programs? How much do brands need to mitigate that risk if at all?