From Forbes.com
Nike was planning to help celebrate Independence Day in the United States by selling some special sneakers that feature an American flag. But there weren’t any pairs being worn by anyone at your local July 4th parade, barbecue, or fireworks show.
That is because Nike ended up pulling the product from distribution after former NFL quarterback Colin Kaepernick persuaded the company to call an audible.
The sneakers, dubbed “Air Max 1 Quick Strike Fourth of July,” feature red, white, and blue coloring. Kaepernick isn’t taking issue with any of those portions of the design. The part he found offensive appears on the heel of the shoe. It is an early version of the American flag, named for the Philadelphia upholsterer and flag maker Betsy Ross. The pattern went into official use as early as 1777.
This is not the first time that Nike and Kaepernick are at the center of a flag-related controversy. A few years ago, Kaepernick, then a quarterback for the San Francisco 49ers, began kneeling during the national anthem as a protest against racial inequality and police brutality. Now, Kaepernick, who has since become both a social activist and Nike brand ambassador, informed the company that a pair of its shoes featuring an American flag are perceived by some people as racist.
Last year, Nike put Kaepernick front-and-center in its 30th anniversary “Just Do It” advertising campaign. On one hand, it led to boycotts and destruction of Nike gear by people who didn’t side with the decision. On the other hand, it resonated with a good many of Nike’s primary customers in the 17-to-21 year-old demographic and supporting customers—so much so that it led to $6-billion growth in the company’s market value. After the news hit this time around, an increase of 2 percent to the value of shares in Nike stock added about $3-billion to the company’s market value.
