by Jessica Lane
September 6, 2018
Photo by Nike/Twitter
Nike plans to air its controversial, yet amazing, new commercial celebrating the 30th anniversary of “Just Do It” and featuring Colin Kaepernick, tonight during the NFL season opener. And you know what that means, people are about to be REAL mad.
Take a look, below:
On Monday, Nike teased this campaign with a stunning set of photos and subtle jabs at the NFL and their treatment of Colin Kaepernick. Then Wednesday, Nike released the full ad and announced it will run during tonight’s game. Alongside Kaepernick, the commercial features the powerful stories of Alphonso Davies, Lebron James and Serena Williams overcoming adversity, dominating their fields and then going beyond them.
— Kwatsaduza Lifestyle (@KTDLifeStyle) September 6, 2018
The words are arresting with lines like “If people say your dreams are crazy. If they laugh at what you think you can do…good…stay that way. Because what non-believers fail to understand is that calling a dream crazy is not an insult. It’s a compliment.” And the images of triumph and victory give you so much more. Almost makes you wonder how people could possibly be burning Nike paraphernalia in protest, right?
— John Rich (@johnrich) September 3, 2018
I just returned a pair of @Nike shoes to the store.
— TRU AMERICAN PATRIOT (@HEART4AMERICA) September 6, 2018
As we all know, Kaepernick struck a chord with America when he knelt, refusing to stand for the national anthem. And some people (not our kind of people, we hope ??) are STILL hurt about this. He did this in protest to our American police force who couldn’t seem to stop killing Black people, many of them unarmed, in routine stops and encounters. He demanded more from America and wouldn’t stand in patriotic solidarity until America gave more. His solo protest, eventually bled onto NFL fields across America causing owners to sanction players, causing NFL sponsors to vacate prime advertising positions and creating a divide between NFL fans who supported or vehemently opposed this form of protest.
Throughout the drama, the former San Francisco 49er Kaepernick stood tall and ultimately paid for it. He hasn’t played in the NFL for more than two years and he launched a suit accusing the NFL of colluding to keep him out of the game in response to his activism. Kaepernick believed in something bigger than football, so Nike believed in him and bet their brand on his story.
So yes, it’s first game of the season and the Superbowl Champs Philadelphia Eagles go head-to-head with the Atlanta Falcons tonight. But WE are waiting to see what goes down when the National Anthem begins and this Nike ad starts to playing. Some of yall about to be REAL mad…and we’re here for it!
TELL US: What did you think of Nike’s new commercial?