This week, Nike announced that Colin Kaepernick will be the face of their 30th anniversary ‘Just Do It’ campaign. Kaepernick publicized the partnership with Nike by sharing his “Dream Crazy” ad, taking social media by storm. The ad features the message “Believe in something. Even if it means sacrificing everything,” along with inspirational stories of both professional athletes and everyday individuals that have faced adversity to achieve their goals. Kaepernick’s narration in the ad urges the audience to be limitless in our goal setting and relentless in our pursuit.
This major announcement comes just before the official start of the NFL season and has certainly garnered major attention. Shortly after the announcement of the Nike/Kaepernick partnership, some individuals chose to protest the partnership by burning and cutting their Nike apparel and shoes. Others used social media to show their support. For example, Nick Cannon shared his support on social media by buying a complete stock of Nike socks and donating them to a shelter.
While most of the media response and attention has been centered around Nike’s clear support of Colin Kaepernick despite the NFL’s refusal to hire him, it is equally (if not more) important that we remind ourselves of the message behind the campaign. While the Nike ad does not communicate any direct political ties, it is political. This is why the campaign is so powerful. Nike is taking a stand [kneel].
When Colin Kaepernick first began using his platform as a professional athlete in 2016, he sought tobring awareness to police brutality and its disproportionate impact on black and brown communities. His stance sparked major controversy and turned all eyes toward Kaepernick and the NFL. We witnessed (and continue to witness) reactions from outrage and offense to support and solidarity. And while Kaepernick’s professional career was ultimately compromised, along with his relationship with the NFL, this week’s news feels like steps towards a ‘win,’ and inches towards justice. Kaepernick is also currently suing the NFL owners for allegedly colluding to keep him out of the league because of his beliefs and actions.
Earlier this week, CBS confirmed that, in a potentially strategic move, Nike will air the “Just Do It” ad narrated by Colin Kaepernick during the NFL season opener Thursday night. Jemele Hill, a senior correspondent for The Undefeated (and avid supporter of Colin Kaepernick), noted, “This is such an incredible checkmate.”
I agree.
Kaepernick sacrificed his career to advocate for those in need and continues to stand for what he believes in. There is no doubt that he is an excellent person to represent Nike and the ‘Just Do It’ campaign, but even more than that, he is modeling what it truly means to #LiveInclusively.
Kaepernick, and Nike, are modeling what it truly means to #LiveInclusively. #believeinsomething #checksoverstripes #kneelwithkaep Share on X
