Some sliced the swooshes right out of their socks. Others lit their shoes aflame in their yards and filmed it. All had strong feelings about Nike’s new “Just Do It” campaign and one of the athletic shoe and clothing company’s newest faces: Colin Kaepernick.
Nike revealed on Monday that Kaepernick — the out-of-work NFL quarterback who generated controversy for kneeling during the national anthem to protest racial injustice and police brutality — would be featured in its 30th anniversary “Just Do It” campaign.
“Believe in something. Even if it means sacrificing everything,” read a teaser for an ad that Kaepernick tweeted.
The ad stood out as a bold statement on racial justice from Nike and as the latest demonstration of the company’s values, experts said. While companies often steer clear of taking any firm stance on race relations, experts said Nike has claimed the fight for racial equality as a tenet of its mission.
Kaepernick tweeted what appears to be the full ad on Wednesday. The video showcases athletes who have overcome great obstacles to be among the best in their sports. When the camera pans to Kaepernick, he says “don’t ask if your dreams are crazy. Ask if they’re crazy enough.”