Colin Kaepernick, a name that made his mark in not only American football history, but in the fabric of social awareness in America. Since taking a knee during the National Anthem at a game in 2016, Kaepernick has ignited conversations about Black oppression in America. As such a controversial a figure, the NFL banned Kaepernick, severing his ties with sports world in more ways than one. But now Kaepernick is making his way back into the sports spotlight as he has landed a spot as the face of Nike’s 30th Anniversary campaign, and it appears that something as simple as shoe branding choice can make huge waves in our social narrative.
The news broke last Monday when Kaepernick tweeted a Nike promotional photo, a black and white photograph with the caption, “Believe in something. Even if it means sacrificing everything” and the hashtag, #JustDoIt. Kaepernick will not just model original Nike merchandise for the 30th Anniversary “Just Do It” campaign, but he will also have his own Nike merchandise branded with his name, including a pair of Nike sneakers and a specially designed T-shirt. Nike aims to up the social significance of their brand, looking for representatives and initiatives to contribute to minority issues like the ones Kaepernick is fighting for. The campaign will donate a portion of proceeds to the Know Your Rights camp, an organization started by Kaepernick himself in 2017. The Know Your Rights camp targets issues of lack of proper education, biased and harmful situations Black people get into with law enforcement and other areas of concern for Black youth.
Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO
— Colin Kaepernick (@Kaepernick7) September 3, 2018
While Kaepernick may have been off the field for the last two years since his ban, it seems that he has continuously tried to build up more initiatives for change through style. He has already designed his own t-shirts for his organization, and he has even had eyes on customized cleats which artfully spread his organization’s message just last year. Using dope style pieces to further his movements for change, surprisingly, the former NFL quarterback uses simple fashions to speak for him. Kaepernick joins other game-changers in the Nike campaign, like Serena Williams, LeBron James and Lacey Baker.
With an all-star lineup like this, some people are ecstatic about seeing Kaepernick as one of the main faces of the brand deal. However, others are split on whether someone with such a rocky reputation should be included in the brand deal. Some people were so outraged by the choice, they burned Nike sneakers in protest.
First the @NFL forces me to choose between my favorite sport and my country. I chose country. Then @Nike forces me to choose between my favorite shoes and my country. Since when did the American Flag and the National Anthem become offensive? pic.twitter.com/4CVQdTHUH4
— Sean Clancy (@sclancy79) September 3, 2018
Colin Kaepernick is endorsing Nike? Looks like I’m about to go on a Nike shopping spree $$$
— (@spooky_girll) September 5, 2018
The backlash surrounding Kaepernick as Nike’s pick even prompted the NFL to put out their own statement on the situation:
The NFL has released a statement on social justice, saying the issues that Colin Kaepernick and others have raised deserve attention and action. pic.twitter.com/QfmEUkXdjT
— Ian Rapoport (@RapSheet) September 4, 2018
Amazingly, style branding affected more than just where we’ll buy our next pair of sneaks, but what wearing a brand means for your outward appearance. Does continuous wearing of Nikes make you a Kaepernick supporter suddenly? Or if you are a notorious Nike-head and you suddenly opt out of wearing the brand, will that call attention to your values as well? It’s amazing how much this branding choice has affected the way we look at politics. The burning of Nike sneakers, as well as the increased desire to buy Nikes shows just how impactful style can be on social consciousness. While opinions are split on whether Kaepernick should be the new face of Nike, one thing’s for sure: what he kneeled for all the way back in 2016 still deserves contemplation and subsequent action. Some may not agree on his methods of protest, but the oppression of African Americans (which should be eradicated under American values of liberty and equality) is still very, very real. Whether intended or not, Nike choosing Kaepernick has sparked more conversation on the topic of American values and Black oppression, which is step in the right direction in my book.