Nike’s Controversial Advertisement

Nelson Lopez
Sep 7, 2018 · 2 min read

Last appearing in an NFL game in January 2017, San Francisco 49ers quarterback, Colin Kaepernick, began a protest against police violence and racial inequalities that would captivate millions of people. The way in which Kaepernick began his protest was by sitting out and kneeling during the United States national anthem. This movement also caught the eye of a vast amount of players throughout the season who joined the movement by kneeling, raising fists, and locking arms. This act caused an outrage not only with fans, but also with the president, Donald Trump, resulting in the act turning into a vote of race and patriotism.

With a new NFL season beginning, a new anthem rule has been applied in order to prevent players from protesting by kneeling. Adopted in May, the new anthem rule requires “players to stand for the anthem before games or face fines”. Just like any other movement, this act is facing a lot praise as well as a lot of negativity. Due to all the attention drawn, Colin Kaepernick has proceeded into becoming the head of the new Nike campaign as well as a significant figure.

The new Nike campaign consists of a black and white picture of Kaepernick as well as the following statement: “Believe in something. Even if it means sacrificing everything.” which highlights what Kaepernick did in order to stand up for what he believes in, equality.

Alongside all the controversy, Nike’s advertisement has caused a 45% increase in the amount of millennial investors investing in Nike. Due to amassing over 15,000 millennial investors over the past week, Nike has become the 37th most popular stock. As previously mentioned, this act has caused an outrage within president, Donald Trump, who stated “Nike is getting absolutely killed with anger and boycotts, I wonder if they had any idea that it would be this way?” conveying the Nike is taking a short term toll by believing “in something. Even if it means sacrificing everything.

Kaepernick has continued to fight for what he believes in by starting a case due to being “blackballed by the NFL.” The case has proceeded into a higher level of intensity as it has become much more than just “politics or America’s culture wars, but also about how the NFL treats its players, a relationship that has always been fraught due to the racial politics of the NFL’s predominantly white group of executives and team owners making decisions that affect a predominantly black group of athletes” which ultimately conveys that if the case were to result in Kaepernick’s favor, it would have a powerful impact not only on the NFL but also on race relations across the states. I strongly believe that what Kaepernick is doing requires a lot of courage and bravery and despite of his outcome, Kaepernick has definitely raised awareness for what he believes in.

    Nelson Lopez

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