Just when I thought this story had run its course, I heard the news that Nike's latest advertising campaign features none other than unsigned NFL player Colin Kaepernick, touting the slogan, "Believe in something, even if it means sacrificing everything."
I, for one, was disgusted the first time I heard about Kaepernick's kneeling protest during the playing of our national anthem at NFL games. To patriotic Americans, it is deeply troubling that Kaepernick would choose to make a "stand" against police brutality by kneeling in protest during those few minutes devoted to honoring America and her flag – the very flag that represents the protection of civil rights against overzealous government.
For Kaepernick to choose that moment and that song for his protest was to imply that instances of unnecessary violence by law enforcement agents are not a tragic aberration from American principles, but rather some sort of policy or practice representative of our nation and bearing our collective approval.
While reasonable people may disagree on the necessity of force in particular situations that have come to light, I believe there is, in fact, overwhelming agreement that it is wrong for police to use more force than absolutely necessary to protect their own lives and the lives and liberty of others. So I take issue with Kaepernick "protesting" police brutality in a way that casts aspersions on our national identity and values. His ill-conceived means of protest is reminiscent of the misdirected anger of Vietnam War protesters who spit on returning soldiers or called them "baby-killers."
When I recently watched the new Nike ad, featuring Kaepernick as narrator, I was disgusted all over again. It is an insult of immense significance for Nike to exalt a person as a hero not in spite of, but because he has dishonored our flag, our anthem and painted a false picture of who Americans are and what we believe. What is even more troubling about Nike's new campaign, however, is its stated messaging.
The ad begins with some truly beautiful, inspiring reminders of how particular athletes have overcome unbelievable obstacles to achieve greatness in various forms. So far, so good. We are captivated. We inherently admire those who triumph over adversity through sheer effort and determination. And the message is perfect for a company selling sports equipment and apparel.
But then we come to the punchline, where Kaepernick turns to face the camera and says, "Believe in something, even if it means sacrificing everything."
Wait – what?
We've gone straight from an appeal to our universal appreciation for the hardworking underdog who ultimately excels in a sport, to the preaching of relativism – a declaration that "belief" is admirable regardless of its nature or object. It's another futile attempt to shake off the unshakeable existence of Truth and Moral Law – the same Moral Law that guarantees that just as we were all inspired by athletes who overcame obstacles to excel in their sports, we would have all been horrified by athletes overcoming obstacles to bully others.
It's time for our culture to stop peddling this horrible idea that the strength of one's impulse or conviction is more important than the truth or virtue of it. There are things in this world that are worth believing in and sacrificing for, and there are just as certainly things that not. Would we implore a neo-Nazi leader to "Believe in something, even if it means sacrificing everything"? No, because the thing that he believes in most is vile. Adolf Hitler believed in something and sacrificed everything for it. He was no hero.
And yet we tell kids, "Follow your dreams," without evaluating the merits of those dreams. We exalt "choice" without considering the nature or implications of what is being chosen. We laud transgender individuals for having the courage to "be who they really are," when they are actually pretending to be the gender they are not.
Some "choices" are morally right; others are morally wrong. Some protests are honorable, and some are misguided. Some people deserve to be called heroes; others do not. And strength of conviction is not always a virtue. It is only a virtue when its object is virtuous.
The new Nike ad concludes with Kaepernick saying, "Don't ask if your dreams are crazy. Ask if they're crazy enough." I say, "Don't ask if your dreams are crazy enough. Ask if your dreams are good."