It’s difficult to believe, but two years ago, Colin Kaepernick’s protests were not as controversial as they are today. In 2016, Kaepernick’s protests – where he sat or took a knee during the National Anthem at NFL games – were seen as one part of a difficult and complex conversation about race, police violence in communities of color, patriotism and more. Then Donald Trump decided to reframe the conversation as this: Kaepernick is a “son of a bitch” who should be “thrown out of America” for “protesting the anthem.” White racists ate up Trump’s version. The NFL ate up Trump’s version. Kaepernick still hasn’t been hired by any NFL team, and he’s currently suing the NFL. And as it turns out, Nike has his back:
BREAKING: Nike had been paying Colin Kaepernick all along, waiting for the right moment. That moment is now, as he becomes the face of the company’s 30th anniversary of the “Just Do It” campaign. pic.twitter.com/uccpDStbq5
— Darren Rovell (@darrenrovell) September 3, 2018
Nike released this print ad – “Believe in something, even if it means sacrificing everything. #JustDoIt” – over the Labor Day weekend. Kaepernick has been signed with Nike since 2011, and I guess Nike has kept their contract with him, and possibly kept paying him too. The ad is powerful and those same white racists who believed Trump’s version of events are super-triggered. Morons are crying about how they’re totally going to boycott Nike, etc.
Meanwhile, Kaepernick brought his niece to the US Open to watch Serena Williams v. Venus Williams last Friday (Serena won). Serena and Colin are friendly, and she happily posed for photos with Colin and his niece. When asked about Kaepernick and his protests, Serena said:
“I think every athlete, every human, and definitely every African-American should be completely grateful and honored how Colin and Eric [Reid] are doing so much more for the greater good, so to say. They really use their platform in ways that is really unfathomable. I feel like they obviously have great respect from a lot of their peers, especially other athletes, people that really are looking for social change.”
Serena usually avoids politics, so this is pretty rare for her to actually comment. Is it wrong of me that I kind of wonder if Nike set this up though???
Photos courtesy of Nike, Getty.
Very powerful message. Am very pleased to see this campaign, including Serena as well!
I’ve always been ride or die Nike girl so this makes me so proud. I have easily 20 pairs of shoes and mostly all of my athletic gear is from them. Kudos Nike!
Nike is usually my go-to as well for workout gear. My favorite running shoes are Nike Frees.
Never been a fan of Nike, but will be making the switch for all my workout gear, and I think I will be buying Nike gear for all my “low key” racist family members for Christmas. Not that I am going to the get together, but I can send the gifts with my mom.
Lucky!!! Beautiful
I saw the ad with Colin and thought, maybe being an activist is his calling, and no one, not even the NFL, will stop him.
Thanks Nike, for hiring Colin when the cowardly teams of the NFL would not.
I sent a letter/email to Nike telling them that THIS campaign is the one that will have me going out today and buying a new pair of Nikes. Never wore them before.
Also, if Dump proposes to “throw out the SOB for “disrespecting” the flag”, what should we do with Cadet Bone Spurs for dodging the draft FIVE TIMES??? Where was HIS “respect for the flag”??? Bueller? Bueller? yeah…crickets!!
I can hear Nike’s stock plummeting.
It has dropped a bit, but I believe this was a finely calculated move by Nike, not one made by starry-eyed idealists but by committee and by consultation. They are predicting which way they think the wind will blow. Although this part of the equation is cynical and a money-grab, it still takes away nothing from Kaepernick’s own political message.
Nah, they’ve done their research. The people who support this move will spend even more on Nike to show they approve of this.
Yes. I fully support it .
I’m so impressed with Nike for putting out this important message at the risk of backlash. I’ll buy some Nikes this week. Gotta show them we support it.
you know he disrespected america? and he plays the black card but hes not black?
He didn’t disrespect America on any level, he’s standing up for what’s clearly right, and protesting disgusting police brutality towards people of colour. This man has a spine and a brain, unlike the white racists that are freaking out about him.
I love this so much.
I’m a converse gal through and through my daughter ran track so she is the poster child for Nike everything she has, has to be Nike but because of this add I will be going out this weekend to buy me a pair of shoes and perhaps a set of work out top and bottom ☺ Go Nike. Way to go Colin Kap and my prayers are with you that you win the fight. One should not be denied work for something they believe in its called violating civil rights and discrimination people of the NFL. Go look it up.
Nike owns Converse.
Love this. All the hurt feelings on Twitter were cracking me up. People burning their shoes and talking about switching to converse (which Nike owns) and Adidas. I was laughing so hard I cried.
Going to try and find something on the bike website to buy today – I’m not usually keen on their products, but they are saying all the right things these days, so I’m happy to vote with my $
I normally would not buy or wear Nike, but I really want to vote with my $. I guess I’m shopping for some workout gear today.
100% … I’ll be showing my support. #grabyourwallet
Don’t buy Nike but definitely will now to show support. Yep. #grabyourwallet
Same. Buying Nike today. Very pleased to see their stance.
All the deplorables in cult 45 are triggered for sure. What I love is the people saying “companies shouldn’t get political” I have a Facebook friend who wrote a whole post about that. She was like “I’m not saying Kapernick’s right or wrong but Nike should’ve remained neutral”. Girl bye. You only want them to be neutral because they’re giving a political stance you don’t like.
The truth is that no company is apolitical, and Nike’s ad wouldn’t even be considered political if it had involved anyone else. These boycotters should send their Nikes to homeless veterans if they’re really that concerned about respecting ‘Murica.
Just tell her that, thanks to Citizens United, the Supreme Court ruled in 2010 that “corporations are people” and they have the same rights as a person, including freedom of speech. So saying corporations should be neutral is moot at this point because that’s what the GOP wanted and they got it. Nike is just playing by their rules, right? Oh, they only want those rights to apply to businesses that support the GOP? Sorry, doesn’t work that way.
Two words for your friend, Rapunzel: Hobby Lobby.
Bingo. Chick Fil A, too.
The faux outrage machine powered up quickly on this. It’s comical and depressing. But for the first time in a long time I am hopeful that evil, intolerance and bigotry won’t prevail.
I don’t think they shouldn’t be political. And this is a great example of a company being political and doing it right.
But it can very easily go into being exploitative and disingenuous. There is a fine line.
I love that “cult 45”
I love this.
And I’m also lol-ing at all the deplorable burning/cutting up their Nike gear. Ruining your paid for clothes to own libs.
I guess their destroyed gear is going in the trash next to their Keurigs. What they are really protesting is that Nike doesn’t care about their dollars. Nike isn’t scared of a bunch of racists. And that the Black community dollars is more important than theirs. And they can’t stand it!
Yes!!! Keep your money, deplorables, we ain’t scared!!
And the reaction to them on Twitter is brutal. The vast majority of responses trash them for claiming to care so much about veterans but destroying their shoes/clothes instead of donating them to homeless veterans. Others have pointed out the stupidity of not only setting your shoes containing rubber and plastic on fire, breathe deep those toxins!, but doing so on their lawns with the potential of burning down their houses.
Destroying products you already paid for ain’t a boycott, it’s just stupidity. It’s a deplorables’ thing I guess.
Anyway, the campaign is amazing and so is Colin.
I’m sure Nike did their research and decided that the toothless, uneducated, inbred deplorables won’t be buying much of their product anyway so they decided to just stick to their target audience. Seriously people should stop giving the Trumpsters any power at all. Chances are they couldn’t afford any of it.
Will definitely buy something from Nike for the first time. This is great!
I’m going to buy a pair of Nike’s today also. It probably won’t matter much in Canada, but I still want to support his actions and thank Nike.
Is this permission to go buy new shoes? I’m in Canada as well but want to give kudos to Nike for this ad campaign as well. I love it.
They’ll get my money. Nike has some questionable business practices, and I have a few issues with their manufacturing methods BUT I’ll be decked out in Nike today at the gym, and I’ll throw money their way in the future. Did you guys see the fools out there cutting the swoosh logos off the top of their socks?
Im with you, I normally buy addidas but now my go to will be Nike
I don’t normally pay much attention to athletic brands but Nike has really been bringing it the last few weeks. From their vocal, pithy support of Serena and now Kaepernick … I am impressed.
The deplorables’ inability to succesfully stage a boycott will never cease to amuse me. I’m sure Nike’s CEO is crying himslef to sleep thinking about all these customers who are burning products they’ve already paid for.
LOL
They cut off their noses to spite their faces. It also really shows how so many of dumps supporters are bots. Only real people buy things.
The backlash to this was painfully predictable.
I’M JUST GONNA BURN ALL THIS EXPENSIVE SH*T I ALREADY PAID FOR! THAT WILL SHOW THEM! My favorites are the veterans destroying their gear because they’re “proud Americans” – I guess they fought for everything other than for other Americans to exercise their civil rights.
And that their Nike sh*t was made overseas in Asia, lol!!!!!
Can’t remember where I read it but I’ve always loved this one: “Trump supporters would let the man sh*t in their mouths if it meant a liberal had to smell it.” Much patriot, so Murica.
I haven’t worn Nike shoes in years – but my kids do and they are slated for some new school shoes! I like some of their workout gear.
I’m going to buy their merchandise from a local retailer because I suspect if there is actually a boycott, it will be felt more at the local sporting good stores than at Nike.com.
I love this. I will also be buying a Nike shirt or two. The people posting their jagged socks missing the logo are pretty priceless. Having slouchy socks to own the libs. I don’t notice people’s shoe brands to begin with, but if those idiots want to walk around barefoot, I will pretend to be owned.
That’s why they contract with athletes. To sell product. Like all other athletic apparel and footwear companies.
You both are correct BUT I’m so glad he was chosen. He deserves it. As a matter of fact, I have been looking for a nice looking protest T-shirt with him on it. The current t-shirts on Amazon look kind of cheesy.
When I first saw this, I got the chills.
Yeah, the ad is really powerful. Kudos to Nike.
Between me and my two kids, I am looking at five pairs of Nikes right now where I’m sitting. We’re kinda full up at the moment but we’ll continue to purchase their shoes and workout wear. My son just bought a Nike backpack during his first week at college, too.
True, it is a very powerful message. The sad part is that those who are complaining about the kneeling are missing the actual point. They won’t address the actual reason for the kneeling, just the act of kneeling. And the fact that Drumpf became involved is illegal, which everyone ignored.
LOL to the dummies in cult 45 who think liberals actually care about Nike losing money anyhow.
I know – Nike is a very popular INTERNATIONAL brand, losing a few sales in the US will not dent their profits margin in anyway, I never fail to be shocked at the money some people spend on sport footwear.
I have a pair of New Balance that are a bit tight (even after wearing them for about 2 years) so am in the market for a new pair. Have always liked the Nike Air Force range 🙂
I have been wearing the Nike Initiator sneakers for several years, they aren’t made of that flimsy mesh that you can’t seem to avoid these days even though you wear holes in them after 2 months of moderate exercise. And they run about 40 bucks a pair. I swear by them! P.s. they come in wide sizes too.
Just. Amazing.
I believe milennials list corporate responsibility as THE driving factor in their purchases. Also, I doubt most deplorables are waiting on line for the latest sneaker drops. This is very smart business.
Yes, Nike like most other sports wear manufacturers know their target audience – they know where the disposable income is. This won’t hurt the company themselves but it may hurt local and smaller distributers.
I went down the rabbit hole on Nike’s twitter (the retweeted Colin’s tweet) and holy hell, the venom directed at him is awful but some of the rebuttals were entertaining. One deplorable tweeted that he couldn’t get it up because of Colin not kneeling during the anthem – someone replied saying that if it stopped him reproducing then he should continue kneeling.
Since EZ hates Colin, I wonder if he will threaten Nike.
I’m here for this
Thanks for writing about this, Kaiser. Colin Kaepernick has paid a big price for sticking to his guns. It’s a crime that he’s not playing on an NFL team now.
He and Eric should be employed right now. Period. The players that are being signed are a joke and just proves Colin’s lawsuit everyday. .
I hate Nike shoes for running, they just don’t agree with my feet, but wow, I love this message…I’m going to have to go buy SOMETHING to give my support to this!
It’s funny, I could never wear them either for running and for years wore New Balance and Mizuno. Then I started having developing severe pain and gait problems so I switched to Nike about five years ago and have had no problems ever since. I don’t know how long it’s been since you tried them but you might be surprised.
The same thing happened to me with Brooks, I probably went through 12 pair, then they changed up the shoe some where along the way and my feet/legs started hurting. Now I’m on the Saucony bandwagon for road shoes and still with Brooks for trail shoes. I might give Nike a try again…ya never know! I always like the look of their shoes.
Maybe try their sport bras. I only have to wear 1 instead of layering 2 LoL
Agree with Juls, their sports bras are amazing. I can’t wear their shoes to run in either, but looove the bras. I have to admit, it’s been about 15 years since i’ve tried the shoes, so it might be time to re-evaluate.
Same. I’ve never been able to wear their shoes. I bought a pair a few years ago. The toe room was great but the rest of the shoe killed me. However I will find some way to support this.
My daughter needs new sneakers, and I’ll be sure to make sure I buy her some Nike ones. I respect Kaepernick so much and will do whatever i can to support him. And (altho i know this is shallow), i think he is so hot!
I was scrolling to find this!!! I wonder how many be people here will admit that yes, they are down for the cause but are even more enthusiastic due to K’s hotness, lol!!! Eric Reid is hot too.
Yes, people will buy Nike specifically to support this message. There is also a swath of people that are already wearing Nike that will throw their products away and buy from a different company. Nike is betting that there are more people that support this message than not. It’s still a risky move to make for any business to make a bold statement like this. So I don’t think it’s as simplistic as just “driving sales” as you say. Compare, for example, to the bakery that refused to make wedding cakes for LGBTQ couples. They didn’t make a giant public stink over it to drive sales, they did so to make a point. Nike is boldly supporting a man that is a very divisive figure. This is a right vs. wrong issue and, whether people like it or not, Nike is on the right side of history on this.
They signed him in 2011, when he was still a active player. He has a contract that they are honoring. What point are you trying to make with this comment.
I read that Nike worked out a new contract with him for this, specifically. Other companies were circling since his contract was about to expire. So Nike may have initially signed him when he was a player, but they made a conscious choice to sign him as an activist at this point.
Tiffany I don’t have a dog in this fight. I don’t follow football and could care less about branded merchandise. Since Nike is a public company, they are responsible to their shareholders to make profits. I own a ton of Nike stock so I hope they will make $.
And now I see some deplorables bringing Pat Tillman into this. Because apparently he would’ve been a better choice for this ad. The idiots making this suggestion clearly don’t know anything about Pat Tillman. He’d support Colin 100%. And loathe the idea of being used by Nike to appeal to Deplorables.
I needed a new pair of tennis shoes anyway soooooo…..good timing Nike. Good timing.
I love this so much. I’ll never forget what Sports Illustrated said about Colin Kaepernick when they awarded him with their Muhammad Ali Legacy Award: “It is a rare person who gives up what he loves in exchange for what he believes.”
A man worth admiring.
👏🏻👏🏻👏🏻👏🏻👏🏻. Always loved Colin (Niners!!), even more so since his stood his ground. I will continue to support anything and anyone that stands behind him. Sadly, so very few in public life literally put their beliefs before the dollar.
I can’t support Nike financially because even their wide width shoes are too narrow for my family. I am on board with this campaign though, I hope they have been paying him all along. He deserves to be playing ball.
T-shirts, track pants, hoodies, hats, apparently really good sports bras. There are options other than shoes.
Sometimes this site makes me happy. This is one of those time. Nike went out on a limb, and it’s great to see that message resonate
I fully support this brave man and campaign by Nike.
Those who would vilify him do not understand the message of peace and justice for all he and Nike stand for.
#solidarity
@Kaiser. IMO if Nike had set this up and given Serena copy to memorize, she wouldn’t have used “really” three times in three sentences.
I swore i wasnt going to put anything on my Kohl’s card for awhile but i am so tempted to for this. How can you support a flag and a song over your felliw citizens? Smh
Not a brand fan, haven’t bought Nike (or Adidas, or Puma, or even Converse) and probably won’t now. We’ll see if the backlash gets bad enough that they change course (Nike is a business, businesses are there to make money) but I hope not. Good for Colin Kaepernick. I just fear that his message, the reason for starting the anthem protests, is getting lost in the glitz of celebrity, his collusion against the NFL lawsuit and 45* blowing smoke when he blows his top over this.
I’m excited about this. But I think that it’s telling that a giant corporation recognizes that these MAGA racist are a minority in this country and don’t worry about a potential boycott, yet the MAGAs consistently win the house, are a majority in the senate, hold the presidency and wins tons of local races. Go ahead and vote with your dollars to support Nike, but don’t forget to also vote with your ACTUAL VOTE.
And Colin K didn’t vote. I wish I could get 100% behind him but that still really bothers me.
Me too Jennifer, me too
Along with many commenters here, I logged onto Nike and bought 2 pairs this morning. I have high arches and get shin splints when running. Had a pair of NB that helped with that but they’re getting old and I put off buying a new pair. Researched and found a pair of Nikes that may help with that and also bought my husband a pair for his birthday.
Twitter was a gold mine of deplorables and responses to them.
I agree. Probably extensive research went into determining whether such a campaign would increase Nike’s sales measurably to outweigh the backlash. Shareholders would be up in arms otherwise.
Well, I need some new yoga/workout pants…since sports bras were recommended see if I can pick up one of those as well!
I have at least 5 prs of Nike shoes that I’ve had for years — I’m not hard on my shoes , but I can always be “persuaded” (coughcough) to get a new pair!
I love this campaign, and I LOVE NIKE for taking the bull**** by the horns and saying, “Not today Satan, not today!”
Here I go to to buy Nike stuff. I’m sticking to my NFL boycott though. I’m really sad to miss football and frustrated with Paul Allen. Not only did he not take an owner stance on their kneeling vote, it comes out about his big GOP donations. I’m sure missing the Seahawks hurts me more than the corporations, but that’s the way it goes. I can spend my jersey and ticket money on Nike.
This poor man got SHAFTED by the NFL. SO happy to see this campaign. Powerful message and so true.
Nike stock has began to drop considerably and the backlash is growing. It will be interesting to see if Nike continues with this or backs off. I believe they did this for publicity and knowing it would cause a reaction both good and bad. Nike has had some seriously questionable practices in the past including issues with sweat shops. You should all consider that before marching out and purchasing their gear. Most big corps are powered by greed.
Yeah, Pajiba had an article too, how Nike is evil and that this campaign is great and that both can be true. Still, they just got my money and money is what they listen to.
I love this and especially Serena’s Mama Said Knock You Out commercial. I have always been a Nike person but this just takes my love up a notch. Going out and buying Nike today.
This is totally superficial but I just have to say; I love his big afro. It’s so cool. He is a handsome man, his integrity just make him more attractive.
Complete Baepernick.
Thank you Nike for doing the right thing! Reminder Nike is Global and is not dependent on U.S. for their over all profits.
YES! Great point!!
This is important. Colin is being demonized even by people who were once just Republican moderates. Sadly, my sister-in-law is one example. She shocked me with her behavior at a high school football game last year; some deplorable had a Colin jersey hooked on to their bumper and was dragging it (murderous racist trope)–when the truck was at a stop, she ran over and stomped on the jersey and started screaming. It freaked me out. She is the most mild-mannered person you can imagine, and not in 25 years had I ever heard her even say anything racist. We can’t let this go on. Thanks to the Nike team for taking a stand.
My life is an utter s**t-show right now and at least there is no cognitive dissonance since this country is too. Reading this made me feel the closest to okay in months. Colin is a real American hero, and I am pleased Nike recognizes this. All the credit goes to Colin himself and all the other POC risking so much, even their lives, to be the moral backbone of this country.
I am shocked by how this has exploded and the venom directed at him and Nike – so much for free speech in the land of the free and brave. As a European I have never been able to get my head around the flag worship thats a big part of the US psyche – Kaepernick is highlighting and fighting racial injustice and lost his career because of it. The message resonates with him as it’s true but the truth hurts and thats what we’re seeing now. People are freaking out because they don’t want to see how rotten they are.
I wonder how long it will be before the IQ45 wades in – give that his SC nominee’s confirmation hearing isn’t going well and that book about him dropped today, he’ll be looking for something to stoke his base behind him.
It’s fun to watch Trump supporters lose their sh!t over this, but I find Colin problematic for different reasons. I hate that he doesn’t vote. That is one easy, cheap way to make a difference and he doesn’t support it.
Such a powerful ad. My son needs indoor shoes for school …. Mama will be steering that boy towards some Nikes.
I love Colin’s ethics and morals. LOVE. Peaceful, powerful protest. He seems to me to be a modern hero.
capitalism is still going strong…