Nike is celebrating the 30th year of its “Just Do It” slogan with a series of TV and print ads. One features Colin Kaepernick’s face with the words, “Believe in something. Even if it means sacrificing everything.”
Naturally, previews of the ad have gone viral, and there are threats of boycotts and videos of people burning their shoes are all the rage.
This is exactly what Nike wants. This is exactly what any company wants from an advertisement. Buzz. NIKE knew the ad would be greeted negatively in many circles. It could care less.
Serena Williams, who is part of a Nike campaign celebrating her tennis career and motherhood, said Monday on Twitter, “Especially proud to be part of the NIKE family today.”
Importantly, she discussed why the work of Kaepernick and fellow blackballed NFL player Eric Reid is vital.
“I think every athlete, every human, and definitely every African American should be completely grateful and honored how Colin and Eric are doing so much more for the greater good, so to say,” Williams told reporters at the U.S. Open.
“They really use their platform in ways that is really unfathomable. I feel like they obviously have great respect from a lot of their peers, especially other athletes, people that really are looking for social change.”