Tuesday, September 11, 2018

Nike Thrives On the Empty Stomachs and Other Hardships of Young Women Worldwide...,


counterpunch |  Nike changes its brand more often than Madonna and more profitably. In the company’s latest transformation, Nike has risked–make that sought–the ire of Donald Trump and his drones by making Colin Kaepernick the face of its latest campaign under the inspiring slogan: “Believe in something. Even if it means sacrificing everything.” 

Kaepernick’s brief presence in an otherwise sentimental ad triggered a tweet from Trump and a boycott by the Deplorables, who took to burning their overpriced footwear. It was precisely the response Nike wanted and sales of Nike products have surged over the last week. With social justice icon Kaepernick fronting the brand, no one will be thinking about Nike’s wretched labor practices inside its sweatshops in Honduras, Indonesia and Vietnam. 

This is a proven formula for the company. When Nike was under intense public scrutiny in the 1990s, it recruited civil rights legend Andrew Young to whitewash the company’s record. The image changed, but the cruel conditions didn’t. 

Now, with the company rocked by sexual harassment charges against some of its top executives, Nike’s betting that Kaepernick will refrain from speaking out against the dismal practices of his employer. Michael Jordan, Tiger Woods and LeBron James have all remained mute about the savage treatment of the workers who make the shoes and apparel that are sold under their image. So as a reminder who Nike really is under the patina of its pitchmen, we’re running this excerpt from my book Born Under a Bad Sky.–J