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Nike Doubles Down on Racial Politics With Their Latest Ad

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The last time Nike found itself prominently in the headlines, it was because of its 30th anniversary ad campaign featuring the divisive Colin Kaepernick.


Prominent athletes from all corners of the sports world, including Tiger Woods, Simone Biles and LeBron James, had something to say about the ad campaign.

Many everyday Americans also had some strong feelings on the campaign, with many calling for boycotts of Nike products considering Kaepernick’s polarizing rhetoric and attacks on the police.

After an initial dip in its stocks, Nike’s financials swung back the other way in a major way. It didn’t take long for its stock to rebound and surge.

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Perhaps that is why Nike is dipping back into a familiar bag of tricks with another sweeping campaign focused on racial politics.

Soccer star Raheem Sterling, who plays for the Manchester City soccer club in England, recently made waves after taking to social media to denounce the treatment of young, black soccer players by both fans and the media.

 

View this post on Instagram

 

Good morning I just want to say , I am not normally the person to talk a lot but when I think I need my point to heard I will speak up. Regarding what was said at the Chelsea game as you can see by my reaction I just had to laugh because I don’t expect no better. For example you have two young players starting out there careers both play for the same team, both have done the right thing. Which is buy a new house for there mothers who have put in a lot of time and love into helping them get where they are, but look how the news papers get there message across for the young black player and then for the young white payer. I think this in unacceptable both innocent have not done a thing wrong but just by the way it has been worded. This young black kid is looked at in a bad light. Which helps fuel racism an aggressive behaviour, so for all the news papers that don’t understand why people are racist in this day and age all i have to say is have a second thought about fair publicity an give all players an equal chance.

A post shared by Raheem Sterling x ? (@sterling7) on

Do you think Nike will suffer for this in the long run?

“This young black kid is looked at in a bad light,” Sterling posted in response to a critical headline from the U.K. Daily Mail. “Which helps fuel racism an aggressive behaviour, so for all the news papers that don’t understand why people are racist in this day and age all i have to is have a second thought about fair publicity an give all players an equal chance.”

As ESPN reports, Sterling was the alleged victim of racial abuse from Chelsea soccer fans. Sterling mentioned in his Instagram post that he expected “no better.”

Seizing on the headlines that Sterling was creating with his comments, Nike launched a social media advertising campaign that focused on the Manchester City star, according to the U.K. Telegraph. Sterling posted the Kaepernick-esque photo to his Instagram.

 

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A post shared by Raheem Sterling x ? (@sterling7) on

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“Speaking up doesn’t always make life easier,” the ad reads. “But easy never changed anything.”

It’s a curious move from Nike.

On the one hand, despite the public backlash, the Kaepernick campaign seems to have been good business for the apparel giant.

But on the other hand, is this something Nike really wants to be known for? Wouldn’t it seem more prudent to be synonymous with high-end sporting goods apparel than racially charged politics?

It’ll be fascinating to see if Nike’s latest gambit pays off.

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Bryan Chai has written news and sports for The Western Journal for more than five years and has produced more than 1,300 stories. He specializes in the NBA and NFL as well as politics.
Bryan Chai has written news and sports for The Western Journal for more than five years and has produced more than 1,300 stories. He specializes in the NBA and NFL as well as politics. He graduated with a BA in Creative Writing from the University of Arizona. He is an avid fan of sports, video games, politics and debate.
Birthplace
Hawaii
Education
Class of 2010 University of Arizona. BEAR DOWN.
Location
Phoenix, Arizona
Languages Spoken
English, Korean
Topics of Expertise
Sports, Entertainment, Science/Tech




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