As you no doubt know by now, the new ‘Dream Crazy’ campaign by Nike (below) has already generated a shit tonne of conversation. Rather than add to the obvious “Kaepernick this/Kaepernick that” ruckus, I’d like to point out what no one is saying about it.
Does the negative reaction to the Kaepernick component of this ad prove that some people are so interested in whether this guy’s actions were patriotic enough, that they’re completely prepared to overlook the fact this ad is actually also about a celebration of, and empowerment of, all kinds of people? And the usually marginalised ones at that? Of people with disabilities who rise above? Of people of colour. Of women. Of refugees. Even of people who lose weight and overcome illness. Name me one other brand, or ad, who has highlighted the success of a women’s sports team in its mainstream campaign. (The US women’s team is the single most successful women’s national soccer team in the world, but of course get paid a fraction of what even a B-grade men’s team would, and most people would have no clue who they even are.)
I happen to quite like Nike running shoes. And can only hope that as a company, they’ve improved since their ‘sweat shop’ production days. In the meantime, I’m more than happy to celebrate this brave, and important, piece of communication they’ve put out to the world. They could have played it safe. They could have done more of the same. Instead, they dreamed crazy.
Sputnik
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