COLUMN: Where was Nike to support Colin Kaepernick two years ago?
Colin Kaepernick's Nike ad
Infamously in 2016, Colin Kaepernick — former San Francisco 49ers quarterback and current NFL free agent — began kneeling during the national anthem to protest racial injustice and police brutality.
Nike unveiled an advertisement campaign featuring Kaepernick to celebrate its 30th anniversary of "Just Do It" on Sept. 3. Below Kaepernick's eyes in the black-and-white picture, the text reads: "Believe in something. Even if it means sacrificing everything."
First of all, can you really "sacrifice everything" and still keep a contract with Nike? I don't think so.
Nonetheless, it has become easy to lose a grip on the truth behind what the 30-year-old quarterback was actually protesting back in 2016: to make a movement against racial injustice. By kneeling for the national anthem, Kaepernick's fight was diluted because many people felt it was an attack against the United States of America.
Kneeling during the national anthem was never intended to object the U.S. military or the flag. However, everyone has, and is entitled to, their own personal opinions, and many mistook the motive of the protest.
“I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color,” Kaepernick said to the media on Aug. 27, 2016. “To me, this is bigger than football and it would be selfish on my part to look the other way. There are bodies in the street and people getting paid leave and getting away with murder.”
Fast forward about two years to the Nike campaign. It has also weakened the truth behind Kaepernick's original protest.
Nike is a business that dominates the world of athletic gear. The company is the NFL's official sponsor and gives all 32 teams apparel, including game-worn jerseys.
However since Nike has stepped in, the entire movement started by Kaepernick has been hijacked. It has nothing to do with the former NFL quarterback.
Instead, it has everything to do with Nike. The company now runs the racial injustice movement. I've watched as people talk more about Nike than Kaepernick, the NFL or police brutality.
Nike, working the "Just Do It" campaign for 30 years, embraces the underdog - someone who has the odds stacked against them.
That's where the business aspect comes into play.
Two groups of people that could be considered underdogs are young people and African Americans.
Black spending power has jumped to being responsible for about $1.2 trillion in purchases annually. And 38 percent of African Americans between the ages of 18 and 34 expect the brands they buy to support social causes.
The only business on the same level as Nike when it comes to marketing to young people is Apple. Essentially, there's Nike, Apple and then everyone else.
In Nike's case, bringing on Kaepernick gives the company an opportunity to be a dominant target audience for African Americans and young people.
It seems Kaepernick's movement was highjacked from right under him. It's an outstanding business move for Nike but makes Kaepernick look like a puppet. For the last two years, Nike paid him but did not advertise him. Nike was worried its numbers would plummet when the kneeling commenced.
If Nike was really brave, it would've put out Kaepernick's "Just Do It" campaign a year ago. Or two.
Another considerable issue is the fact that Nike left Kaepernick out to dry until it became beneficial for them to show him support. There is no morality for a business — it's all about making money. Nike had been paying Kaepernick all along and waiting for the right moment to release his "Just Do It" advertisement.
The question remains — how is history going to remember the Kaepernick story?
Nike highjacking the movement and treating Kaepernick as a puppet is not a good way to complete the story in a way that will help end racial injustice.
It's strictly business.
