Nike's With Kaepernick: Marketing Scheme or Genuine Protest

I believe that Nike clearly jumped on the bandwagon of Colin Kaepernick's movement with the intention of making a profit. Major corporations, businesses, and companies use this marketing tactic far too often. By exploiting and co-opting issues specifically built for minorities, they are praised by the public and reap the benefits of a stance meant to uplift a specific group. The origins of the Take a Knee protest were in opposition to police brutality towards Black people. Kaepernick lost a career and literally sacrificed his livelihood because he believes wholeheartedly that Black Lives Matter. With a large majority of Nike's consumers being Black people, I'm sure they could predict that their primary demographic would appreciate the campaign. However, the movement minimally benefits the audience it was supposedly intended to serve.

The higher up executives at Nike are white men who probably have little interest in genuinely caring for the black community. Their goal was to use a movement that they knew was near and dear to the hearts of Black people to lock in their loyalty and sales. If the company had used Kaepernick's movement for good by donating a percentage of the profit to #BlackLivesMatter, I'd believe it wasn't purely a marketing scheme. But, either way, they had to pay Kaepernick for his role in the campaign and I trust that Colin will use his profit to invest back into the community. That being said, the campaign is not completely negative. It has sparked conversation and debate which can be positive.

          The public's response has not had any direct effect on me. It hasn't influenced my decision of whether or not to invest in Nike. I do enjoy the conversation that it’s sparked as I live for good discussion. Although, some of the ignorant and blatantly racist statements that were made by some have been appalling. I hope those who have been burning their previously purchased Nike gear realize that the company has already collected their coins and the only person being affected by their sudden outrage is themselves.

All in all, I support the campaign because of what Kaepernick stands for not because I believe that Nike is sincere. This controversy a small factor in a much larger conversation that needs to be had about the exploitation of Black bodies in the media.