Nike showed their support for formerly employed professional athlete Colin Kaepernick and the “sacrifice” he made by choosing him for their “Just DO It” campaign.

In August 2016 Colin Kaepernick sat on the bench while the national anthem played during a preseason game for the San Francisco 49ers. This initial event was the beginning of protests in the NFL. He was showing his opposition to black citizens being shot by police officers. Kaepernick responded to why he made such protest saying, “I’m going to continue to stand with the people that are being 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.”

Racial inequality is an issue, and likewise there are many other conflicting issues that may not be addressed as much as they should. However, these issues whether politically or socially based, I believe, are not to be displayed in protest at a football game while disrespecting millions of people who are fighting in our armed forces. There are better ways to go about protesting racial inequality and police brutality. An example of a current professional athlete who wanted to make a difference and has found a way to do so is LeBron James. LeBron opened a new $8 million public “I Promise School” in Akron, Ohio, for at-risk kids. The NBA superstar has found a way to give kids opportunities to thrive despite what difficult life situations they may be experiencing. LeBron, a professional athlete, didn’t protest on the court but found a way to enact change. People can’t start change by simply protesting something; they have to be willing to take a stand and put forth that effort, something which Kaepernick lacked.

The issue at hand is not merely the inappropriateness of where and when Kaepernick’s protest took place, but how they took place and what they represented. Nike wanted a new face for their brand, and they chose Colin Kaepernick for the “sacrifices” he made to invoke change. What sacrifices did Kaepernick actually make through his job or his name? This isn’t true sacrifice! If Nike wanted someone who could represent its company through bravery and sacrifice, they should have chosen Patrick Daniel Tillman or at least someone like him. Tillman was a professional American football player in the NFL. In the aftermath of the Sept. 11 attacks he joined the Army in June 2002. Tillman was a man of true sacrifice. He didn’t sit in protest at what should or shouldn’t be happening; he didn’t just say what was wrong or right. He knew sacrifice better than Kaepernick because he paid the ultimate sacrifice. Tillman died while on a combat mission in Afghanistan on April 27, 2004. This was a man, a former professional athlete, that demanded change and justice. Nike should represent men and women like Tillman who knew the price of sacrifice and paid it in full. Kaepernick spoke about the US armed forces saying, “I have great respect for the men and women that have fought for this country. I have family, I have friends that have gone and fought for this country. And they fight for freedom, they fight for the people, they fight for liberty and justice, for everyone. That’s not happening.”

I only see Kaepernick’s protests as disrespect- Disrespect for men and women like Patrick Tillman, and disrespect for those who are fighting each and every day. Kaepernick may have sat in protest against the government and police brutality, but what he really said with his actions is that U.S. Armed Forces aren’t protecting; they aren’t sacrificing. When in reality they are sacrificing so much more than Colin Kaepernick will ever know. Not only is Nike’s choice of Kaepernick wrong, but their reasoning is falsely presumed. Nike wants to present Kaepernick as the face of change over a politically charged issue. However, Nike, like many other companies, hopes to gain only one goal from the controversy – money.  “Apex Marketing Group calculated Nike received some $43 million in media exposure in 24 hours- $19.01 million positive, $10.91 million negative and $13.76 million neutral,” notes Anne Kingston in her article “Colin Kaepernick, Nike and the politics of brands.” No matter what a person may think Nike is making money off it all. People are adamant about this subject, so they are going to talk about it, they are going to research, and they are going to use media as an outlet. Nike is a major brand, and its goal is to build itself up with whatever it can and in this case, that’s by taking advantage of the Kaepernick situation. In conclusion,  Nike doesn’t care about racial inequality- they care about profit. The whole situation has been twisted into justification of profitable branding and disrespect and it’s not okay. I will not “Just Do It;” I will not just disrespect millions willing to fight for my freedoms. I will stand in support of men and women who know true sacrifice and pay it in more than one way each day.

https://www.macleans.ca/opinion/colin-kaepernick-nike-trump-politics-brands/