Nike Recalls Patriotic Shoe Deemed Offensive

In a decision that thrust Nike again into the spotlight, former NFL quarterback turned social justice activist and current Nike Ambassador Colin Kaepernick called on Nike to pull an American-flag-themed shoe after he pointed out that the slave-era symbol used on the shoe was offensive. In honor of Independence Day, Nike had planned to release the Air Max 1 Quick Strike Fourth of July that featured the Betsy Ross flag with 13 stars in a circle representing the 13 original colonies. After images were released online, Kaepernick reached out to Nike officials saying that he and others felt the Betsy Ross flag is an offensive symbol because of its connection to an era in which slavery was predominant in the U.S.

Even though Nike had already sent the shoes to retailers around the country, Nike acquiesced to Kaepernick’s request citing they did not want to “unintentionally offend anyone or detract from the nation’s patriotic holiday” (Hsu, Draper, Garcia, & Chokshi, 2019). After pulling the shoe, Nike tried to clarify the recall, but this led to allegations of Nike bowing to political correctness and being anti-American.

Whether or not anyone believes that, Nike will be just fine. For instance, the company faced similar criticisms last September when it unveiled its controversial ad with Kaepernick, who was accused of being anti-American for his decision to kneel for the U.S. national anthem during NFL games, in protest of social injustices faced by African Americans. There were calls for boycotts then too, but none happened because let’s face it, Americans love Nike. After an initial dip, Nike stock price reached an all-time high after the Kaepernick ad came out. Nike has aligned itself with a progressive view of America that celebrates the country’s diversity which seems to directly resonate with its intended audience.

With consumers and other political figures expressing their distaste with Nike’s decision, this leads some to question whether Kaepernick should even have the power to dictate pulling products off shelves. One thing Nike knows how to do is take controversy and blow it up into advertising. Since pulling the shoe, According to TMZ Sports, Nike stock shares have since gone up 2 percent, raking in $3 billion after Kaepernick called foul on the shoe-which makes me wonder if Nike did this intentionally. Was this a business ploy, knowing this publicity could potentially have a positive impact on Nike’s business? Why didn’t Nike just created a shoe with the current American flag on it? Would other athletes or consumers have thought this shoe was offensive if Kaepernick did not say anything? There are so many questions left unanswered which leaves me to wonder what Nike’s true intention was.

I’m interested to hear our class thoughts on this!

References
https://www.tmz.com/2019/07/05/nike-stocks-surge-following-colin-kaepernick-betsy-ross-flag-shoe-controversy/

Hsu, T., Draper, K., Garcia, S. E., & Chokshi, N. (2019, July 2). Nike Drops ‘Betsy Ross Flag’ Sneaker After Kaepernick Criticizes It. The New York Times. Retrived from https://www.nytimes.com/2019/07/02/business/betsy-ross-shoe-kaepernick-nike.html