Document Type
Article
Publication Date
2020
Abstract
Nike’s 2018 decision to affiliate with Colin Kaepernick and his activist message in protest of racial inequality, police brutality, and in support of the Black Lives Matter movement is complex. While there is a benefit to giving Kaepernick’s message a renewed and global platform there are widespread implications when a corporation, like Nike, appropriates an activist message for commercial gain. Nike’s campaign, by aligning with Kaepernick’s cause, equates consumerism with social action and the betterment of society (Nickel, Eikenberry 2009: 974). By making Kaepernick the face of the brand, Nike reinforces the false ideology that people can buy redemption from simply being consumer, as they are not just buying Nike apparel but in doing so are actually fighting for human rights (Zizek 2010). This marketization of philanthropy creates false associations between the act of consumption and participation in activism. This is problematic, as equating meaningful activism with mindless consumption disappears the transformative potential of activism altogether (Nickel, Eikenberry 2009: 974).