Nike must have known that as Colin Kaepernick pressed the “Tweet” button on September 3, 2018, these words would set the internet–and our world–on fire. I believe this was all part of the plan.
It was February of 2013, and the San Francisco 49ers had landed in New Orleans, where they would be challenging the Baltimore Ravens at the biggest stage in all of sports, the NFL Championship game. At the time, the name “Colin Kaepernick” meant little more to American football fans than the talented quarterback who had led his 49ers squad to a conference title and a chance at the Vince Lombardi trophy.
On August 26, 2016, this all changed. With a kneel of the knee, this star quarterback had just set himself up to become the most polarizing athlete in America.
What started on that August day as the 49ers took on the Chargers in their final preseason matchup of 2016 quickly spiraled into a nationwide controversy. Kneeling during our nation’s anthem was an act protest that had never before seen, and the fact that it occurred on national television with one of the league’s biggest names made it all the more controversial.
For all of those who were tuned in to the exhibition, they surely questioned #7’s intentions, and as Kaepernick jogged into the locker room for his postgame interview he was immediately greeted by a barrage of questions. Berated over microphones and flooded with inquiry, Kaepernick remained composed as he described the significance of this silent but groundbreaking protest.
“People don’t realize what’s really going on in this country. There are a lot of things that are going on that are unjust. People aren’t being held accountable for. And that’s something that needs to change,” he told reporters after the game.
The premise was simple: Kaepernick was standing up (by sitting down) for the racial rights and treatment of black Americans, and advocating for a better awareness of the injustices surrounding these issues. Regardless of his said intentions, many Americans chose and still choose to view this protest, one that is far more prominent in today’s world, as a sign of disrespect towards our nation’s armed forces.
This debate instantly stirred dialogue across our nation regarding whether Kaepernick had warranted grounds for his actions. And since that day in 2016, this controversy has only been intensified. So is Nike, the most iconic athletic brand across the globe, justified in endorsing the most tendentious athlete of our decade?
Absolutely. But, it’s still complicated.
From the outside looking in, it might seem strange that Phil Knight’s brand chose to go out of its way to not only defend but advocate for the views of someone as dividing as Kaepernick. And the truth is the brand certainly stands out as an anomaly in making a move as bold as this one. Nevertheless, this campaign is nothing near unfamiliar to a company that has consistently weighed in on social issues, especially in recent years.
In the winter of 2017, the Beaverton-based brand campaigned for equality as it released an inspirational advertisement, in true Nike fashion, preaching that “Equality should have no boundaries,” and “The ball should bounce the same for everyone.” Nike was simultaneously releasing a line of athletic hijabs for women during this time, as seen in its most recent commercial featuring Kaepernick-a move that certainly made a statement towards its egalitarian beliefs. The company has never shied away from the spotlight. In making its most recent move, arguably its most controversial yet, Nike stuck to its premise of civil rights, as well as appealing to its main demographic of consumers.
According to Apex Marketing Group, this move resulted in roughly 43 million in free advertising in the time soon after the tweet was released, with most of the feedback ranging from neutral to positive on Twitter. Many news sources and anti-Kaepernick Americans instantly came out on the defensive against the company as its stock initially dropped 3.2%, This drop, however, proved to be well worth it as Nike’s Labor Day sales increased from 17% in 2017 to 31% in 2018, according to Edison Tech. Additionally, the number of sold out products increased by 61% from September 3 to September 13, according to Thomson Reuters. Businesswise, there is no debate that this was a tactical move with a hefty payoff.
As brilliant of a moneymaking move as this seems for the Swoosh, the fact still remains that Nike recently signed on the NFL through 2028 as the official sponsor of team apparel and uniforms. Kaepernick is currently suing the league on the grounds of colluding to exclude him from any team rosters as a result of his protests, so this certainly puts the company at odds with Commissioner Roger Goodell and other league executives. It is too soon to tell if the company’s contract with the association is in jeopardy, but it is indisputable that this was a risky play by the marketing team up in Oregon.
A few weeks have now passed since the pandemonium that followed Nike’s power play, yet the bottom line remains that African Americans continue to be faced with different forms of oppression at a national level that must be not only discussed but taken action for by our country’s citizens. Kaepernick’s move created a greater recognition of this racial issue and in a country as polarized as we are currently. Kaepernick’s nonviolent protest has done far greater good by its spread of awareness.
Many are questioning if this is just a play by Nike in helping it sell more shoes. The truth is we don’t know. Regardless of the company’s overall intentions in this campaign, the fact remains that more citizens worldwide are aware of the race problems we are having in country as a result of this publicity. Most importantly, the generally positive reception that the move has received by my generation is nothing but uplifting for someone who believes in equal rights for all American citizens.
