Published: Fri, September 07, 2018
Entertaiment | By Lawrence Myers

Colin Kaepernick Nike Advert 'Fixed' By Donald Trump Jr

Colin Kaepernick Nike Advert 'Fixed' By Donald Trump Jr

Nike's latest campaign tagline is, "Believe in something, even it it means sacrificing everything".

The protests had initially targeted police violence against people of colour but broadened into a wider protest against US President Donald Trump after he said any player who knelt during the anthem was a "son of a bitch".

"Nike is getting absolutely killed with anger and boycotts", Trump tweeted.

Former NFL quarterback and polarizing figure, Colin Kaepernick, posted the full, two-minute version of Nike's 30th anniversary "Just Do It" ad on Twitter Wednesday. Kaepernick gained notoriety in 2016 when he refused to stand for the National Anthem in protest against police brutality and the mistreatment of minorities in the U.S.

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Trump has described Nike's deal with Kaepernick as "terrible", and claimed the sports equipment giant's endorsement of the ex-NFL star had backfired. "If they laugh at what you think you can do, good", Kaepernick said. People threatened a boycott on social media, and the company's stock fell nearly 3%.

At one point, Kaepernick appears on camera, and his voice reads a slogan he and Nike have been promoting this week: "Believe in something".

"This is what Nike does", he said.

The athletic apparel company's favorability rating has dropped from 69 percent net favorability to 35 percent net favorability among American adults after the ad featuring Kaepernick was released, according to a Morning Consult report. In the 1990s, a popular consumer boycott in response to Nike's environmental and labour practices severely undermined the company's profits.

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A Nike spokesperson stated this week that the company views Kaepernick as one of the most "inspirational" athletes of his generation.

Other players followed suit, starting a movement.

During the off-season, National Football League owners adopted a policy that required players to stand for the anthem this season or risk fines for themselves and their teams.

Detroit Lions wide receiver Golden Tate, who has his own deal with Nike, said he has seen some "crazy memes" about the campaign on social media, adding, "but, I like what Nike's doing".

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