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Before you clap back at H&M ad boy’s mother, understand that context matters

Her world is a little different from yours

As a kid growing up in Jamaica, the only sport I ever played — at recess, in the house, in the neighborhood — was futbol. You couldn’t tell me I wasn’t destined to be the next Pelé, the Brazilian star who brought the South American country its first World Cup title in 1958 when he was all of 17. Futbol, in my world, was really the only sport worth watching and playing, with all due respect to cricket.

But when a packed Eastern Airlines flight touched down at Washington National Airport on May 7, 1982, American football entered my world. I became a fast Redskins fan, growing to admire the quiet but effective leadership style of coach Joe Gibbs; the bruising running of John Riggins; even the team’s brash, single-bar-helmet-wearing quarterback Joe Theismann. So big a “Riggo” fan, I asked my middle school soccer coach to assign me his jersey number: 44.

I remember watching a Monday Night Football telecast on Sept. 5, 1983, where legendary sportscaster Howard Cosell said of Redskins wide receiver Alvin Garrett: “That little monkey gets loose, doesn’t he?”

The response to Cosell’s description of the 5-foot-7, 178-pound wide receiver was quick, even in our pre-social media world. The Rev. Joseph Lowery, then president of the Southern Christian Leadership Conference, denounced Cosell’s comment as racist and demanded a public apology.

But Cosell refused to do so, citing his past support for black athletes, Muhammad Ali being the biggest, and stated that “little monkey” was a term of endearment he had used in the past for not just black athletes but also for diminutive athletes of all shades, white included. (Cosell is on record having used the term 11 years before in describing Mike Adamle, a white journeyman running back who played for the NFL’s Kansas City Chiefs, New York Jets and Chicago Bears.)

Cosell, then 64 years old, admitted to calling his own grandson a little monkey; he’d leave the Monday Night Football booth after that 1983 season, citing his waning interest in professional football.

This week I harkened back to that moment in time when the pictures of an African-American boy, Liam, in an H&M ad wearing a hoodie with the words “Coolest monkey in the jungle” inscribed on it broke Twitter.

The response on social was fast and furious. Manchester United and Belgian national soccer star Romelu Lukaku, LeBron James, Diddy, The Weeknd and many more were among the big names to slam H&M, calling for shoppers to boycott the Swedish clothing company.

When Cosell said, “That little monkey gets loose, doesn’t he?” my 13-year-old self missed it. Completely. I don’t remember my parents discussing it in the house in the days that followed. But this much I’m sure of: Even if my parents had heard the comment, I doubt there’d have been an outcry for Cosell’s dismissal from his job. Why? As West Indians, raised in the Caribbean and educated in the U.K., our sensibilities toward issues of race, racism and social activism were far different from 1983 America’s.

It matters not that Cosell used the term in reference to a white player. It doesn’t matter that he used it toward his own family. The bottom line is there are people who were offended when he used it in reference to an African-American player; therefore, he should have apologized for it and never done it again.

Why? Because he used the term out of context, and context matters.

So I understand that Liam’s mom didn’t grow up here and is Nigerian-Swedish and is not tuned in to the many nuances of being woke in America. So … she don’t get it, but it doesn’t matter — because there are people who were offended. In American context, the sweatshirt was out of context and that reference is offensive. So H&M should apologize, which it did, and never do it again. Ever.

Know this: What happened to that kid in the H&M ad could never have happened to my sons — not if I am breathing, anyway, and certainly not if I’d been on that photo shoot. No doubt, my reaction to the ad was no different from yours; I share the outrage, particularly at such a time in America where subtle and not-so-subtle racism in all its forms, from intentional and murderous to intentional and microaggressive, has dominated our lives, from the athletic field to the White House.

When the mother of 5-year-old Liam ranted on social that America’s reaction to the image was “unnecessary,” I suspected she might not be African-American. (Turns out, Terry Mango moved to Sweden from Nigeria.)

In a series of Facebook posts, Mango urged critics, including high-profile musicians and sports stars, to “get over it” and to “stop crying wolf.”

She wrote: “Am the mum and this is one of hundreds of outfits my son has modelled… stop crying wolf all the time, unnecessary issue here… get over it [sic]. … ‘Not coz am choosing not to but because it’s not my way of thinking sorry [sic].’ ” In a separate post, she added: “Everyone is entitled to their opinion.”

That last point is probably Mango’s best, and only, good one. Growing up in Jamaica, we all spoke different versions of the patois dialect — and that included Chinese-Jamaicans, white Jamaican and Indian-Jamaicans and various combinations thereof. Our issue in Jamaica is not one of race, it’s of class. We had, and still have, a class problem.

Mango’s reaction tells me that this simply wasn’t her reality growing up; the American reaction irked her, maybe even surprised her too.

I have two black sons, ages 16 and 13 (and a daughter too). The world they live in scares the bejesus out of me; I worry about them walking home from school or, God forbid, driving my car without fear of being randomly harassed by police, who are supposed to protect them. Those are the fears that sparked this “quick” reaction, and Mango, I suspect, doesn’t understand that because that is not her reality. For those reasons alone, the national reaction cannot be deemed a small deal.

As you’d imagine and may have seen, Mango has taken more than a few hits on social, and for her comments, perhaps it’s well-deserved. She won’t have to defend herself to me. But I do hope that when the dust settles, she will look at this episode as a teachable moment — for herself and for young Liam, because the world in her head is not the world little Liam will live in.

Born in the UK and raised in Jamaica, Mark W. Wright is a writer and director of special projects at The Undefeated. A quick glance at his work and it’s safe to assume that soccer – and coverage of Historically Black Colleges and Universities – are among his passions.