Aidan MacIsaac
Sep 7, 2018 · 3 min read

Nike and Colin Kaepernick Just Did It

The #JustDoIt movement from Nike celebrating the 30th anniversary of the Just Do It campaign is lead by Colin Kaepernick. One of the most controversial figures in the last few decades, Kaepernick has transcended the sports world to become a leader in the movement to call attention to both racial injustice and police brutality in 2016. While Kaepernick has not played in an NFL football game since January 1st of 2016, his presence is still being felt by the league and most importantly, the owners of the 32 franchises that comprise it. For this reason, the Kairos of this rhetoric is tremendously accurate, especially with the beginning of the NFL season on September 7th.

In the past few days, it would seem that Nike’s bold move to have Colin Kaepernick be the face of the #JustDoIt campaign is one that has created as much controversy as Kaepernick has himself. The intended audience of the campaign includes fans of the NFL but most importantly the franchise owners, the same ones that Kaepernick is now taking to trial for what he believes was a collective blackball to keep him out of the league. While this investigation will take place soon enough, it is important to note the repercussions that Kaepernick’s silent protest have had. The second line, “Even if it means sacrificing everything” is a powerful line that rings true to what has happened to the former NFL quarterback in the past two years. According to Time Magazine, Kaepernick is set to become the first professional athlete since the Vietnam era to lose his career because of his beliefs. This appeal to ethos is paramount, as Colin is the prime example of someone who believed in something and would not back down, despite the great cost.

For this reason, the purpose of this piece of digital rhetoric is so critical. Kaepernick has sacrificed his career, living in the lap of luxury, to call attention to something that he could not remain silent about. This campaign appeals to all of the modes of persuasion in various ways because the legacy that Colin Kaepernick has left is complex and far-reaching. As far as Pathos goes, the intense look in Kaepernick’s eyes, as well as his narration throughout the short film, indicate struggle and bravery. Just doing it is exactly what the former QB has been doing since 2016, and it has taken a toll on the once strong professional athlete. The logos of this campaign is more complex, as some view Kaepernick as rebellious and unpatriotic, while others challenge that notion with the idea that calling attention to injustice in the US is one of the most patriotic acts one can take. For this reason, the logic of the rhetoric is up to the viewer to decide.

While the decision to star Colin Kaepernick in their campaign is brave, Nike is sure to make more waves throughout the NFL and other professional sports leagues as the year continues. This might be particularly evident in the NBA where transcendent celebrity LeBron James continues to make headlines for being more than a basketball player. As athletes transcend their roles in the game, only time will tell how the world receives their messages.

ENGL 397: Digital Rhetoric

Where the ENGL 397 community comes to compose!

Aidan MacIsaac

Written by

Senior English/Comm. Major from Pennsylvania

ENGL 397: Digital Rhetoric

Where the ENGL 397 community comes to compose!

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