Believe in something. Even if means sacrificing everything." The words of Nike’s new print advertisement are sombrely inspiring, unless you imagine them being murmured by a cult leader, in which case they’re slightly less impressive. But it is the background that has lit fires, both literal and figurative: the face of Colin Kaepernick, American footballer, political activist and tormentor of Donald Trump. Nike’s decision to use Kaepernick to sell its products has been wildly divisive. Conservatives have roared; liberals have cheered. Both camps, however, are united by one alarming trait: both are behaving as if Nike is a person. The people burning their running shoes are reacting as if an old friend has betrayed them. Liberal fans are describing Nike with words usually reserved for close friends or even lovers: I have read more than one pundit say that they "love the brand", an admission of a total failure of critical faculties. Because, of course, Nike is not your friend if you are...
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