Lifestyle & Sports
04 Sep 18

Nike’s Viral Colin Kaepernick Ad Prompts Backlash Online

source: newsday.com

Detractors have taken to burning and destroying Nike clothing as the former NFL quarterback, who has courted controversy, was made the face of the company’s new advertising campaign, celebrating the 30th anniversary of its ‘Just Do It’ slogan.

In 2016, then playing for the San Francisco 49ers, Colin Kapernick immersed himself into a nationwide debate when, before a pre-season game, he refused to stand for the playing of the national anthem of the United States – ‘The Star-Spangled Banner’. When questioned on his motive, Kaepernick cited the prevalence of police brutality suffered by African Americans in the country, telling NFL media: “I am not going to stand up to show pride in a flag for a country that oppresses black people and people of colour”.

This sparked widespread pandemonium both in the sport and online, with Kaepernick receiving both support and disdain in seemingly equal measure, ranging from several players in the league following his lead by also kneeling or raising their fist during the playing of the anthem, to Donald Trump encouraging fans to boycott NFL games until action was taken against players for “disrespecting” the nation and its flag.

Kaepernick has been without a team since leaving his contract with the 49ers soon after and is currently involved in a lawsuit against the NFL where he has claimed they blacklisted him from the sport because of his actions.

Nike have ostensibly placed themselves firmly on the side of Kaepernick, as he posted a tweet confirming his involvement in their campaign.

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO

— Colin Kaepernick (@Kaepernick7) September 3, 2018

This has reignited the dispute online once again, with the hashtags #BoycottNike and #JustBurnIt soon trending after the announcement was made, in some cases featuring in posts where people are burning, destroying or disposing of any Nike products of theirs. These people have in turn garnered criticism from those who credit Kaepernick’s stance and what it represents, demonstrating the ongoing cultural divide in the US that is pitting patriotism against disenfranchisement.

Our Soundman just cut the Nike swoosh off his socks. Former marine. Get ready @Nike multiply that by the millions. pic.twitter.com/h8kj6RXe7j

— John Rich (@johnrich) September 3, 2018

It’s a bold move from Nike and potentially runs the risk of being a conflict of interest being that they recently signed a renewed deal with the NFL to continue to supply the apparel for every team in the league.