The decision by the Nike company to make former San Francisco 49ers quarterback the center of its new advertising campaign is causing enormous controversy.
The first image from the campaign included the words “Believe in something. Even if it means sacrificing everything.”
The phrase seems to be referring to Colin Kaepernick’s departure from the NFL early last year — and his claims that his political activism is keeping him from getting back into the sports league.
Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO
— Colin Kaepernick (@Kaepernick7) September 3, 2018
Kaepernick is not really all that well known for his athletic accomplishments; he is more known for being the person who started the national anthem protests in the NFL.
He claimed when they started that the move was to protest police brutality against minorities. He also did distracting things like wear socks that suggested America’s police were pigs.
Implying that he “sacrificed” anything has led to outrage and parody online.
Kaepernick, since leaving the NFL, has received several media awards and a $1 million book deal — and a television show about his life is in development.
Among the critics of Kaepernick’s new ad is President Donald Trump.
In a Tuesday interview with the Daily Caller, the president said there’s “no reason” for Nike to use the former quarterback in its ads.
“I think it’s a terrible message that they’re sending and the purpose of them doing it — maybe there’s a reason for them doing it,” Trump said. “But I think as far as sending a message, I think it’s a terrible message and a message that shouldn’t be sent. There’s no reason for it.”
Outspoken conservative and actor James Woods called out Nike on Twitter for its controversial ties to sweatshops.
Woods also called for a boycott of the company by using the hashtag “#dumpnike.”
#DumpNike pic.twitter.com/lRgWLgA9fN
— James Woods (@RealJamesWoods) September 4, 2018
Many have also called out Nike for saying Kaepernick has sacrificed anything, especially since the NFL was also home to the late Pat Tillman, a professional football player who left his contract with the league in order to join the armed forces.
Tillman joined in 2002 and ended up a member of the Army Rangers.
He served in both Iraq and Afghanistan. He was killed in the line of duty in 2004.
I normally keep politics off Twitter, but as a Marine, I felt I had to share this. @Nike , some punk kneeling for a false cause isn’t sacrificing anything. It isn’t heroic. It isn’t anything. Pat Tillman however, is someone your company should look more into. pic.twitter.com/N3umvuq6Xg
— Justin King (@kingjustin1996) September 4, 2018
Just putting it out there that Pat Tillman sacrificed just a *bit more than Colin Kaepernick.
— Stephen Miller (@redsteeze) September 3, 2018
Hey @nike instead of paying punks who advance anti-American lies like @Kaepernick7 why don't you pay Pat Tillman's family for the rights to use his image – A REAL HERO who sacrificed everything!
Why promote someone who blames racism for the fact he can't compete in the NFL?
?
— Charlie Kirk (@charliekirk11) September 4, 2018
Sorry Nike, this is what it looks like to ACTUALLY sacrifice everything. #justdoit pic.twitter.com/19efcqAhuJ
— Drinkin'Bros Podcast (@Drinkin_Bros) September 4, 2018
Other reactions have been a bit more humorous.
Trump showing up to work today like pic.twitter.com/tx76IZfPnc
— The Daily Wire (@realDailyWire) September 4, 2018
Waiting for the Trump tweet about Nike and Kaepernick like pic.twitter.com/bij6ye89sl
— Allahpundit (@allahpundit) September 4, 2018
Say what you want about Kaepernick but he’s become one of the most important spokesmen of his generation for [checks notes] sweatshops?
— Allahpundit (@allahpundit) September 4, 2018
— Sonny Bunch (@SonnyBunch) September 4, 2018
Humorous or not, these are likely not the responses Nike expected when it put together this campaign — which is reportedly meant to celebrate the 30th anniversary of the “just do it” slogan.
All of this shows that the company should have put a lot more thought into not only the person it put at the center of this campaign, but also the language it chose to celebrate him and the brand.
Why, you may say? This one tweet may say it all:
Nike stock lost billions of dollars in market capitalization at open this morning after signing Colin Kaepernick to an endorsement deal. #republicansbuysneakerstoo Most disastrous sports marketing decision ever and impact has just begun: https://t.co/PN9bZMxYvb
— Clay Travis (@ClayTravis) September 4, 2018
For more on the new campaign featuring Kaepernick, check out the video below:
Join the Discussion
COMMENTS POLICY: We have no tolerance for messages of violence, racism, vulgarity, obscenity or other such discourteous behavior. Thank you for contributing to a respectful and useful online dialogue.