Colin Kaepernick

On Kaepernick, commodification and capitalism

On Kaepernick, commodification and capitalism

Under his eyes read a caption: “Believe in something, even if it means sacrificing everything.” Under that, the Nike swoosh. On a surface level, the picture and ensuing Nike ad are a noble endorsement of a civil rights icon. When we view them through a broader lens of hypocrisy, commodification and capitalism, a different picture starts to emerge.