Let's say they sell 10k pairs of shoes per day on their website, and right after the ad that went up to 20k per day. The ad certainly excited some segment of the population and got them to buy a pair right away, but if the long-term trend went down to 8k we wouldn't notice yet.
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It's way too early to say this is positive for the brand, and in fact my guess is that it will turn out negative, as SJW corporate actions usually turn out.
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