Colin Kaepernick's Nike sponsorship shows athletes have more power than they think

By Victoria Jackson | Washington Post Special

Traditionally, sports sponsorship contracts have something like this: a shoe company gives money to an athlete. In exchange, the athlete adapts to the gear of this company and turns into an advertisement for its products. No star has fulfilled this role more than Michael Jordan, whose iconic silhouette still adorns Nike's products more than 15 years after his retirement.

The recently signed sponsorship deal between Colin Kaepernick and Nike rejects this simplistic formula and offers a new way for athletes and shoe manufacturers to sponsor them. The deal is controversial, yes, but it also shows something important: the athletes have more power than they realize they want to encourage companies to do what they want to do. ### # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # It is necessary. Social justice is not part of the Nike-Kaepernick contract. That's all important. Indeed, it shows that his fellow athletes could approach their contracts as collaborative partnerships, not just in terms of passive sponsorship.

Nike signed with Kaepernick, who had already been under contract with the company since 2011, one of the faces of his new 30-year campaign of Just Do It. A marketing campaign to celebrate the anniversary of a marketing campaign – Nike par excellence. (Disclosure: I've had a recognition from Nike during my career as a professional runner.) The deal would include a shoe and a Kaepernick jersey, as well as Nike's commitment to contribute to the camps Know Your Rights from Kaepernick. & # 39; workshops for youth and communities and provide information on educational pathways, empowerment and the best way to interact with law enforcement. That's the most innovative thing in the agreement and where the potential for something really innovative lies. Nike could have paid a lot of money to Kaepernick, who could then channel these funds to causes of social justice. Instead, the company would donate directly, under the contractual obligation with Kaepernick.

Kaepernick stayed relatively quiet, so we do not know yet whether this idea was that of Nike or Kaepernick. But it does not matter. Although Nike launched the idea, Kaepernick chose to take action to align its efforts with one of the world's largest apparel companies. Even when athletes push the boundaries of the body, we too often think of them as passive when they are off the field, on the court or in the field – act, give things and tell what to do to the companies. And many do it, happy to take money and equipment.

But as Kaepernick, now better known for his activism than his performance, shows, they are not obligated: most sports equipment companies already have social commitments, but these initiatives often lack attention or real reason to be. As a result, the athletes they sponsor are uniquely positioned to play a role, helping to direct funds toward their preferred causes, while increasing public attention.

Nike, like virtually every Fortune 500 company, has a charitable component with grants and community programs, but its commitment to an athlete's personal work can be unprecedented. This does not mean that the company has not worked with athletes on various causes of social justice. But these efforts are more in line with traditional community outreach programs organized by businesses. For example, Nike's N7 program aims to serve Indigenous and Indigenous communities, combining education and health and wellness resources, donations of footwear and sportswear, and competitive grant programs. N7 Ambassadors – Nike sponsored Aboriginal athletes – volunteered in various outreach efforts and wears and promotes N7 collectible shoes and apparel specifically designed to celebrate Aboriginal artistic creations.