Following the latest Nike video, many will have only remembered the huge controversy that resounded in the United States. The brand’s new figure is indeed the footballer Colin Kaepernick who, at an NFL game, during the national anthem, took the knee in protest at the lack of attention given to the issues of racial inequality and police brutality. Obviously, especially in France, the brand was accused of playing politics to “sell” more sports shoes. Here, people love to see the absolute evil in “commerce”, to demonise the big brands which, of course, are not exempt from reproach. But the idea here is not to debate globalisation or to deny brands the right to speak out in society.
It is possible to have a different take on the Nike clip, that’s the point. It is inspiring because it deals very broadly with the world of sport. It deals successively with:
- motivation
- pleasure
- self-fulfilment
- health
- differences
- disability
- gender
- religion
- multiculturalism
- dreams.
Nike also takes the opportunity to put “conventional”, traditional, competitive sports and alternative sports such as surfing or skateboard in the same global picture. The existential too. Sport is global, and it is up to each individual to choose their own field of expression, and to move from one to the other. The clip is once again inspiring so that more than one young person can find their way.
