Another football season, another kneeling controversy. This time, however, nobody had to even take a knee. Nike is launching an advertising campaign with Colin Kaepernick, with the tagline, “Believe in something. Even if it means sacrificing everything.” But that begs the question: what exactly did he sacrifice?

Colin Kaepernick is controversial, to say the least. In 2016, he started the trend of kneeling for the pledge to bring awareness to the oppression of minorities in this country. While I don’t agree with his method, I respected that he was trying to bring attention to an issue that is sadly still present in this country. Kaepernick’s kneeling divided the country, with some supporting his cause and methods, and others hating the fact that he was disrespecting the national anthem and flag.

Kaepernick further divided people when he did things that undermined his message, including not voting in the 2016 election. Because of his highly controversial status and developing status as a backup quarterback, teams have decided to not sign Kaepernick. He has not been on an NFL roster since the end of the 2016 season.

While Kaepernick has remained in the news despite being jobless, mainly due to his claim that he was blackballed out of the league, he seemed to be fading out of the spotlight. Then all of a sudden, on September 3, 2018, Nike released the new Kaepernick advertisement. Again I’ll ask: what did Kaepernick sacrifice? He’s already made millions upon millions, not to mention how much he’ll make with his Nike contract. Kaepernick remains unsigned mostly due to the fact that he is not a great quarterback. He doesn’t fit a majority of NFL teams’ systems. Plus what team wants a backup quarterback that is so divisive? It makes no sense financially. Kaepernick didn’t sacrifice everything; he sacrificed nothing.

I must give Nike credit: this advertisement is one of the smartest advertisements I’ve ever seen. I hate the tagline and disagree with the fact that Kaepernick sacrificed anything, but that’s the point. Nike worded this advertisement to spark a reaction from people like me and put Nike in the forefront of the news. Nike knows that people who support Kaepernick will buy their merchandise in support. Nike also knows that people who do not support Kaepernick won’t boycott- Nike is too mainstream and popular. It’s a win-win situation.

Nike knew how divisive Kaepernick is. They released an advertisement that got many, including myself, upset and questioning what Kaepernick has sacrificed. And that was the point.Casey Fahrer