Nike Unchained!!!
When sport becomes more than a sport
Many do agree that words are mightier than a sword, and an act as in unexpected tend to be massively strong. Politicians use it to to reach their political goals, Casanova like young men apply it to sway their lovers, and when things and acts that are done with out or less words tend to reach just our primordial emotions. Like kneeling!!!
Sport is no different, as we see those athletes as heavily magnified mirror image of our imaginative selves. They have strength, agility and perseverance many of us aspire to be. Their stories does inspire generations after generations.
The famed Ethiopian marathon runner Abebe Bekila won the Rome Marathon bare foot, and his triumph was quickly interpreted not just as a gold medal achievement but rather an Abyssinian super hero conquering the heart of the Italians (who struggle to make Ethiopia their colonies in 20th century) in their homeland. His story does gives you goosebumps most of the time. 23 miles bare foot is a herculean feat. At that time they
Mohamed Ali struggle over racial injustice and the war in Vietnam is highly exemplary, he went as far as loosing everything he worked for by facing the injustice. A Heroic athlete who not only showed his strength and voice in the ring but also fought against injustice. His voice still echoes all around the world.
Rio Olympic marathon was exceedingly overshadowed by second finisher of Ethiopian runner who made a political statement on the finish line by expressing the horrific persecution his government has on the people. His arms raised and chained sign quickly became a sign of resistance, that soon became nation wide protest that forced the regime to replace the prime minster by a much progressive leader. He became an icon of revolution.
In united states one NFL player took a knee on national anthem to express the police brutality and the racial injustice . The butterfly effect was enormous, from his team mate to managers keep on following him, even Trump’s unethical comment did not deter them even if the NFL tried to appease the president by banning Kneeling down.
The stories of such heroic actions rose to a new level when Nike sport wear company took a bold and historic marketing decision when they bring the face of the ex-NFL player with a phrase of “Believe in something. Even if it means sacrificing everything.” Now that is a highly provocative and risky position to take as Trump had already brewed a sentiment toward the kneeling down act and the individual people. Traditional only few corporate companies has the audacity to jump into such polarized issues.
Marvel Comics is one company who managed to leave the traditional state department applauded America First depiction to create super heroes that listen to the voice and concern of the people, the new Captain America has become a black man who fights against racist group.
As those companies are becoming increasingly global they are embracing those social issues as a campaign ads to appease their customers or fans. Narrow racial views are loosing it’s ground somewhere and making a threat somewhere else. Trump presidency has brought those demons into light. NRA unflinching belief in more guns, military expenses on foreign countries and making huge profit out of human suffering around the glove are no more hidden agendas invisible to the public, but rather are just few tweets and Wikileaks away. This is a moment to even accelerate the fight for justice for fair rule of law around the globe.
When large corporate companies join the resistance taking risks, it’s a sign of hope that leaders should not exercise their power unchecked. Resistance is refurbished.
