Our country has been shrouded by controversy and societal heroism for the last few years, starting with Caitlyn Jenner coming out. Most recently has been Colin Kaepernick taking a knee. During the National Anthem in a 2017 game, Kaepernick kneeled instead of standing with his team in honor of the flag and was immediately deemed traitorous, unworthy of praise and offensive.
Kaepernick’s stand was an act of silent protest against police brutality. Police brutality references unnecessarily convicting or harming innocent black civilians. Kaepernick started an entire movement. Following his initial stand, we saw high school teams all over the country, as well as other professional teams and players, kneeling during the anthem as opposed to standing.
This has been deemed controversial, as some claim it to be offensive to the military, disrespecting everything they sacrifice to keep us safe and able to make stands as such. Kaepernick was promptly fired and is unable to get another position in the NFL, prompting teams to issue their own statements either against or for the movement.
As the Kaepernick controversy boiled down and simmered away, Nike launched an ad featuring him with the words, “Stand up for what you believe. Even if it means losing everything. Just Do It.” This has caused Nike to both gain profit and lose customers, although clearly not enough to affect its success, as it has spiked in the stock market.
Nike featuring Kaepernick on its ad may raise the question of morality. Using social issues to promote a company or product may be seen as wrong or insensitive.
Kaepernick in Nike’s ad is strong, risky and all-around controversial. Nike sponsors the NFL primarily, and its equipment and apparel is easily the most widely used and loved. Nike recently signed an eight-year-long contract to provide uniforms for NFL teams. Nike chose the most controversial former NFL player to headline its most recent ad. While the choosing of words may be controversial, Nike did the right thing, not a selfish or immoral thing. Nike is supporting a man who half the country has decided to disregard and spit on for his silent protest. Nike risked its entire customer base to support a man who lost his job for standing up for what he believes in. Nike just did it.
Nike, and any other company who supports minority protesters, groups and issues, should be praised, not disregarded. Companies who feature those who are minorities in this country – such as people of color, women, LGBTQ people – are helping those people and groups, not using them. These companies, from apparel like Nike and Target, to film industries, like Disney, are supporting minority groups while knowing the risk to their profit and consumer base that may follow. These companies are helping, not hurting.
Photo by Maria Pericozzi | The Oswegonian
