Opinion

Making waves: Colin Kaepernick for Nike’s 30th anniversary of Just Do It.

As in life, art and protest, the world of sport has again become the focal point of political dissonance. Nike are celebrating the 30th anniversary of their iconic mantra, Just Do It. Featuring the divisive, bold and exceptionally talented Colin Kaepernick is not necessarily brave but it is a meaningful acknowledgement of the role that sports and athletes hold in our hearts.

Kaepernick, the infamous former Quarterback of the San Francisco 49ers was cast into the global limelight as a key stalwart of the #TakeAKnee movement. It is a form of public rebellion that involved NFL players kneeling during the national anthem. A protest on the mistreatment, violence and senseless killing of African Americans and people of colour.

Wherever you sit on the idea of kneeling during a national anthem it should be noted that African Americans and people of colour do experience significant disadvantage both in the US and Australia alike. Education, healthcare, life expectancy and incarceration rates are disproportionately weighted against them.

It is also worth noting that, until 2009, players in the NFL were not brought onto the field during the national anthem. This is not an age old tradition mired in custom and ritual. The ‘tradition’ began as part of a campaign lead by the US Department of Defense to increase “paid patriotism” when around $6.8 million USD was spent as part of the military’s recruitment strategy.

Nike has taken a stand, revealing Colin Kaepernick as the the face of their latest campaign. It will cause discussion, probably a tweet or two from Donald Trump, and may cause some people to stop purchasing their shoes from Nike. But it also speaks to the values and ethos of their brand. It shows how a brand can be true to its tone of voice and how that can be used to empower not only Colin Kaepernick but the rest of us too.