Nike — Just Did It
A view from across the pond, from a fan of basketball and true equality.

“I like Nike but wait a minute, the neighbourhood supports so put some money in it.”
(Public Enemy Apocalypse 91… The Enemy Strikes Black.)
Some thoughts on this week’s announcement by Nike on Colin Kaepernick’s ad campaign and upcoming apparel….
I just f*@*in’ love it. I could just leave it there.
I know some people are concerned at a corporation taking a moral stand. I get it. It’s a corporation. Is it about morality, or is it about business? Or is it about looking back from the future and knowing you were on the right side of history?
Two things on the business side of this. While Colin Kaepernick is/was an NFL player, this of course is part of wider protest across life and sport, some of which falls into the domain of basketball, and that’s mainly the perspective I can write from. It would be remiss of anyone to think this was just about the NBA though. Two years ago, WNBA players took huge professional risks in their protests and these deserve high recognition and praise.
Is this a business risk for Nike… I’m no analyst, but there is an angle that is often overlooked. The NBA, its players, its coaches, its Commissioner, its Players Association and some (not all) ownership, its journalists and reporters, have been very active in voicing criticism of the current regime running the Whitehouse, and in support of the fight against injustices against the African American community.
I’ve never known a sport to have a culture of political diversity and equality (with more to do of course) at the heart of it. Largely, this is thanks to increased player empowerment for many, much of which has been driven by the wedge of power and influence of LeBron James and others. Even those reporting on the game are generally united in this approach, and I’ll be honest, I find it a beautiful thing to behold. This is a real culture of change. Basketball is saying, watch us. Play the sport. But there is a moral compass if you do.
It’s this player empowerment that I think will offer the protection to “the cause” from anyone’s fears about a corporation taking a moral v business stand. And this is not just about high profile NBA players. Serena Williams and many others have real power and influence. Nike HAVE to listen to them.
In terms of Nike’s business decision. It’s worth remembering, basketball sponsored athletes get paid so much, not only because of the profile of the sport, but also because basketball is one of the few sports where the actual shoe played by “superstars” can be worn as casual wear. American football, soccer, baseball, track, have spikes, studs and cleats. You can wear the brand, but you can only wear the shoe if you play the sport. Nike know this, and while Kaepernick is as I said a footballer, they are aligning themselves with the social and political shift that has taken place in the NBA and the masses of shoes that they sell as a result.
Athletes sponsored by other brands (and there are some high profile athletes who have been vociferous for change) may well start asking or demanding more from their brands… all except New Balance no doubt who I’ve noticed have started down a track of sponsoring white NBA players (white athletes stand up, this is your fight for your teammates, colleagues, friends and families too — another blog.)
As those extremists opposed to Nike are showing, burning their Nike’s etc., the ramifications of what Nike have done are yet to be seen. How will the anti-Nike brigade view athletes, sports, or even people walking down the street when wearing Nike gear? The short answer is who cares, but this will need watching. Nike have potentially made their gear a political statement to some. How this knocks onto TV ratings and the effects on other corporations, we shall have to see, but it will force other corporations to make decisions. Decisions which history will judge.
And it’s worth remembering we’re talking about a global brand. There are ramifications across soccer mad nations (mine included) who do not embrace issues on race or migration well. I hope that this can form some small part in an education process, particularly as Nike role out Colin Kaepernick’s apparel range, and kids start identifying with the soccer shoes on their feet and why that tick is being hounded down by extremists. On what side of the argument are their feet and then their heads falling and growing?
Me? I’m off to the Nike store.
Nike. Just Did It.
