The Controversy Behind Nike’S Advertisement With Colin Kaepernick

In September of 2018 Nike released their new advertisement that lost them millions of dollars! A few questions that may come to mind are “Aren’t advertisements used to bring more customers?” Or maybe “Millions? How could that possibly happen?” My answer to both of those questions would be. Yes, advertisements are used to promote a brand and increase sales. Yet advertisements are also used to spread awareness or make a statement. And that is exactly what Nike utilized it for, and it is also exactly why they lost millions. The advertisement released by Nike unveiled the face of Colin Kaepernick with a quote that states “Believe in something. Even if it means sacrificing everything”. The advertisement caused a massive controversy, which resulted in a loss of customers, contracts, and stocks for Nike. A good follow up question may be “But why would that ad cause the following reaction?!” Possibly even “What could Kaepernick have done that would cause that reaction?” Those are both great questions. My brief answer for those questions would be, just as Nike did with their advertisement, Kaepernick took a stance for what he believed in.

To familiarize you with who Colin Kaepernick is, he is a former NFL player. I will reiterate that I said former. If you are not a follower of football, or civil rights issues you may be unaware of know why he is no longer an active NFL player. The reason is because he chose to take a stance against police brutality while on the field by taking a knee during the national anthem. Consequently, taking that knee lost him his contract, and he has not had an NFL contract since. But taking that knee sparked a movement within the nation. I believe him kneeling brought light to how deeply rooted the racism of the country is and how Kaepernick is in the perfect position to call it out. When I refer to him being in a perfect position I don’t mean being an ex-football player. That position is being an athlete that is seen by a large audience.

As most people know, sports are one of Americas most loved forms of entertainment. Of course, there are other forms of entertainment, such as movies, music, and fashion. But sports have some of the highest viewing statistics in America. In addition to having millions of viewers solely from their respective sports, many athletes are also involved in other fields of the entertainment industries broadening the range of audiences they can reach. Summing that up, I believe between the fanatic love many have for athletes, and the exposure they have from constantly being broadcasted they are in a pivotal position to fight for change. As stated in the paragraph above, I spoke on how Kaepernick kneeled during the National Anthem. He utilized the exposure that football gave him to bring awareness to a topic that was being neglected, and needed wide spread attention. His first protest during the national anthem became a controversially addressed topic being feature on every type of entertainment platform. His protest caused reactions from football players, fans, politicians, and many others. Colin Kaepernick, one football player, brought limelight to a national crisis that has not stopped being discussed since. Similarly, as Kaepernick uses his influence from his career in the NFL to a support the movement against police brutality, LeBron James, a professional basketball player uses his influence in the same manner. The former Cavs player, and Akron Ohio native recently opened a school called I promise, which is set to provide children in poor communities of Akron the access to exceptional education and a better chance at higher education. Unlike Kaepernick, LeBron’s contributions are not being displayed as a protest on the court. Yet, just as Kaepernick’s protest started controversial conversations so did LeBron’s involvement in the movement towards bettering opportunities for people of color.

Also, in addition to opening the school, LeBron also frequently speaks about ongoing racial issues during his interviews. He has spoken on many issues including flaws within Trumps administration, poverty within black communities, and the inevitable struggle that many people of color face within America due to systematic racism. His opinions are being hear by an audience of millions, and his influence is leaving a resonating reminder that change needs to happen. In both cases alike, each athlete uses their stance as a well-known and respected figure to bring light to an issue that they believe deserves change. Yet, not all sides have the same perspective. As both athletes brought attention to their concerns for the African American communities, others brought forward their opposing views. Athletes are often told to keep civil rights out of sports because they are two different topics. In the mind of an opposer, the world of race and sports should not be intertwined. I believe that the only reason critics believe race issues should be separated from sports is because sports are where all come together and root for a team no matter what race you are.

There is no bias to who can be a sports fan. As a result, sports should be a time where everyone can be comfortable as an American. Although that may seem reasonable, I believe that’s what makes it the perfect opportunity to bring forward these issues. Firstly, because we are not all viewed as equal Americans. Secondly, because racism is not a comfortable subject, so surely discussing it no matter what setting it appears it is not going to be a comfortable conversation. Critics or opposers would rather continue to neglect the issues than risk their own comfortability. That comfortability is actually ignorance. And that ignorance is exactly what fuels these athletes to fight against these issues. Because that comfortability is not a privilege that everyone is entitled to. The way I see it, the longer the privileged is allowed to stay comfortable, the longer the prolonging of a solution will continue.

In conclusion, just from seeing these two gentlemen as examples we can see the impact that someone in their position can leave. Imagine if multiple people in influential positions such as the ones these two are in came forward to bring change. Their opinions would spread rapidly, making more people aware of the injustices and ignorance that is oppressing the community of color. Thus leading us closer to a solution.