On September 2018, Nike released their most recent advertisement accompanied by their ‘Just Do It’ slogan. The majority of the world saw a powerful portrayal of great athletes that pushed barriers, defied all odds and conquered personal adversity. It ended with the statement saying “Believe in something. Even if it means sacrificing everything”.
This powerful statement was voiced by former NFL star, Colin Kaepernick, one of the most controversial American athletes at this current time. Back in 2016, Colin Kaepernick became one of the most divisive players in America as he kneeled during the national anthem. When questioned, he maintained that he would not stand up for a flag that did not protect African Americans and people of colour. He was silently and peacefully protesting police brutality and modern-day oppression. This was the moment he became a hero and a villain to citizens of one nation.
This slow tsunami began to build as more and more NFL stars kneeled and peacefully protested under a banner of solidarity emerging from different players in different teams. Kaepernick was commended for being the silent voice of justice amidst a decisive and fractured racial atmosphere in America. Kaepernick was also demonised by many, including President Donald Trump, for what was described as a disrespectful move against the flag and the men and women who fight to defend the nation. This was despite Kaepernick electing to kneel to show respect for active personnel and veterans, he became the target of a barrage of accusations of disrespect and a lack of decency.
The pressure and amount of public backlash received was so great that the NFL eventually declared members of all teams must stand to show respect, with the choice of waiting in the lockers until it was over available for those who felt uncomfortable. A budding movement of players who chose to silently protest a prevalent issue was culled. Subsequent union action against the NFL over this violation of player’s freedom of expression has left the policy put on hold indefinitely. As for Kaepernick, he became an undrafted free agent when he left the 49ers but was subsequently never drafted for another game again. No team offered him a contract despite a very strong career record leading to ongoing legal action against the NFL accusing them of colluding to prevent him from playing.
Kaepernick was not the only athlete in history to be punished for taking a stand and has become dubbed the “Muhammad Ali of this generation” by Harry Edwards, a civil rights activist. It is not well known that Muhammad Ali was stripped of his crown, his passport and his ability to earn a living through boxing. This came as Ali conscionably refused to fight in Vietnam causing him to be demonised for the period that he was barred. History tells a different story sparing us the details. At the 1968 Olympics, American athletes John Carlos and Tommie Smith incited immense controversy when they raised their closed fists during the national anthem to protest. They were suspended from the US track team and received death threats when they returned. History has shown a barrage of political athletes penalised for such action. Kaepernick is not the first athlete to protest social injustice and face serious repercussions nor will he be the last.
However, for Nike this was a seminal moment as a global corporation. They threw their support and stood behind a figure that they believe embodies their values. Despite the barrage of Nike sneakers being burnt, the #boycottnike movement momentum and plummeting profits for a period, Nike has stood its ground and shown a social conscience. In the face of the critics and supporters claiming that the Kaepernick advertisement was a marketing tactic and a way of gaining easy money on the back of a suppressed athlete, Nike gambled on this. As a global brand they took a stance on a decisive issue despite the fallout and potential repercussions. Nike should be commended as this global corporation has taken a political stance, standing on what they see as the right side of history. They stand with Kaepernick and they stand against an erosion of the freedom of expression, something that has occurred in American history and will happen again. They did what they had plastered on screens globally, they believed in something even if it meant sacrificing everything.
