On September 3, 2018, Nike, in recognition of Colin Kaepernick’s activism, announced that former 49ers quarterback would be the face of the company’s 30th anniversary “Just Do It” campaign. The advertisement also includes other prominent athletes, including Serena Williams and LeBron James.
In the ad, Kaepernick advises viewers to “believe in something, even if it means sacrificing everything. Don’t ask if your dreams are crazy, ask if they’re crazy enough.”
photo courtesy of Wikimedia Commons
While many were enthusiastic about Nike’s recognition of Kaepernick, some angry NFL fans posted videos of themselves burning their Nike shoes. The disparate reactions to Nike’s ad reflect the national divide that has surrounded Kaepernick since he first kneeled in protest during the national anthem in a 2016 preseason game to protest racial injustice and police brutality.
On August 14, 2016, Kaepernick first sat during the Star-Spangled Banner to protest the oppression of people of color in the United States. Over the next two weeks, his actions began to gain attention. On August 28, Kaepernick said in a statement that “I’m going to continue to stand with the people who are oppressed. To me, this is something that has to change. When there’s significant change and I feel that flag represents what it’s supposed to represent and this country is representing people the way that it’s supposed to, I’ll stand…I’m seeing things happen to people that don’t have a voice, people that don’t have a platform to talk and have their voices heard to effect change. So I’m in the position where I can do that and I’m going to do that for people that can’t.”
At his next game, on September 1, 2016, Kaepernick and teammate Eric Reed responded to criticism that sitting disrespected American soldiers by kneeling on the field instead. In his statement, Kaepernick had said that “I have great respect for the men and women that have fought for this country… they fight for the people, they fight for liberty and justice for everyone,” and cautioned “that’s not happening. People are dying in vain because this country isn’t holding their end of the bargain up, as far as giving freedom and justice, liberty to everybody.”
Other athletes began to join Kaepernick and Reed. Eventually, many professional athletes joined his protest either by kneeling, sitting, raising a fist, or linking arms during the playing of the national anthem. In addition, high school and college football teams, college cheerleaders, school honor bands, and school athletes from many sports joined the protest. The October 3 cover of Time Magazine featured Kaepernick kneeling in his 49ers outfit.
photo courtesy of Flickr
Kaepernick’s action to raise awareness of police brutality and racial inequality not only divided fans but perturbed NFL owners. While the NFL initially praised Kaepernick, he went unsigned in 2017 after opting out of re-signing with the 49ers.
Ultimately, it seems that his actions cost him his NFL career. Teams feared the political tension associated with his name. Even when the 49ers current starting quarterback, Jimmy Garoppolo, tore his ACL in a game against the Kansas City Chiefs, and Kaepernick fans campaigned for the 49ers to re-sign Kaepernick as an injury replacement, the team was deaf to the pressure.
President Donald Trump tweeted attacks on Kaerpernick and insisted that the NFL demand that all players stand.
This May, the NFL instituted a national anthem policy which required players to stand during the national anthem or stay in the locker room. Those who refused would be fined and face possible suspension. In an ESPN interview on May 24, 2018, the NFL commissioner, Roger Goodell, responded , “We want people to be respectful of the national anthem. We want people to stand — that’s all personnel — and make sure they treat this moment in a respectful fashion.”
In July, the Miami Dolphins’ anthem policy was leaked. A player who did not stand for the anthem was suspended for four games — the same consequences given to player for violations such domestic violence, gambling and drug use. The Players Union filed a grievance. On July 19, the NFL announced a freeze on the policy if the Players Union put the grievance on hold. A standstill agreement is now in place.
Then, on September 4, Nike announced Kaepernick as the face of their new Just Do It Campaign.
“I think it’s a terrible message that shouldn’t be sent,” President Trump commented.
The day that the ad was announced, Nike shares declined sharply, down 3.2%. However, the stock rebounded and rose 31% within two weeks. Nike grossed six billion dollars in sales after the “Just Do It” campaign was put out to the public.
Colin Kaepernick’s contract with Nike includes his own exclusive line of apparel. The contract is said to be worth millions of dollars.
