Nike Campaign Re-ignites Activism Row

The sports brand's inclusion of NFL quarterback Colin Kaepernick in its new poster campaign has renewed controversy over athletes protesting.

Former San Francisco 49ers player Colin Kaepernick set the Twittersphere a-tremble on Monday by posting part of the image and idealistic quote from the new Nike campaign that celebrates 30 years of the Just Do It slogan.  

Back in 2016, he’d famously stirred controversy by being one of the first players to drop to his knees when the US national anthem was being played at the start of the NFL season.

Colin Kaepernick, centre, kneels at the 2016 NFL games with Eric Reid, right, and Eli Harold (Getty Images)

Kaepernick was protesting against racial injustice, in particular police killings of African Americans, and his actions inspired other players to follow suit, while angering some NFL fans, Republicans and President Trump. With his trademark lack of restraint, POTUS named the players "sons of bitches", accusing them of disrespecting the American flag and urging NFL bosses to fire them. 

Kaepernick and fellow protesting player Eric Reid have not been signed to any NFL teams since their protest and have filed grievance claims against NFL owners in a case that rumbles on and looks set to go to trial. 

Celebrating the 30th anniversary of the Just Do It slogan, Nike's new campaign features other athletes such as Odell Beckham Jr, Shaquem Griffin and Serena Williams.

Williams has come out in support of Kaepernick and Reid's actions saying: “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.” 

Once again the issue looks set to divide the nation in bitter dispute. Some on social media are slamming Nike for supporting the protesters with hashtags such as #BoycottNike and #JustBurnIt. 

Country star John Rich tweeted out a photo of a pair of socks with the Nike emblem cut off. So far public figures damning the sports brand's move include the former Arkansas governor Mike Huckabee, who joked that Nike will now be flogging knee pads...

Nike has endorsed Kaepernick since 2011 but not featured him in any ads. His contract has now been renegotiated to make him part of the anniversary campaign. Gino Fisanotti, Nike's vice president of brand for North America, told ESPN: "We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward."