In an unexpected twist, sports apparel behemoth Nike announced the termination of its $20 million partnership with former NFL quarterback Colin Kaepernick. The reason? According to inside sources, the company deemed Kaepernick “a bit too woke” for its taste.
Nike’s partnership with Kaepernick began in 2018, a bold and controversial move that led to a media maelstrom. At the time, the former San Francisco 49ers quarterback had already made international headlines for his decision to kneel during the national anthem in protest of racial injustice in the United States. His stance led to polarizing debates but also sparked a broader movement in sports around issues of race, police brutality, and freedom of expression.
Nike’s “Just Do It” campaign featuring Kaepernick became instantly iconic. “Believe in something. Even if it means sacrificing everything,” the ad’s text read, with a close-up image of Kaepernick’s face. Sales surged, but so did the criticisms. Boycotts were called, shoes were burned, and the world waited to see whether Nike’s gamble would pay off in the long run.
For a while, it seemed like it had. Nike received accolades for standing by an athlete who was, by all accounts, being blacklisted by the NFL. The partnership was not just about commercials or sneaker sales—it was about making a statement.
But as with all things in the world of business, the winds of change are ever-present. The recent decision to sever ties with Kaepernick suggests that the company might be reevaluating its stance.
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