Adidas doesn’t need Colin Kaepernick in the NFL to sign him to an endorsement deal
Three reasons that the quarterback-turned-social activist would be a perfect fit for the culture’s favorite brand
6:49 PMAt this point, the rumor of Adidas luring Drake away from Jordan Brand to sign him to an endorsement deal is old news. Now, the multibillion-dollar brand is apparently targeting another big name — one that belongs to perhaps the most polarizing figure in pro sports.
However, according to one of the company’s highest-ranking executives, a partnership with Colin Kaepernick — the accomplished quarterback-turned-social activist (who’s been blackballed from the NFL in the process) — would come under one condition.
“If he signs on a team, we would definitely want to sign him,” said Mark King, president of Adidas North America, on April 13 at Arizona State’s Global Sport Summit. Kaepernick spent the entire 2016 NFL season, then a signal-caller for the San Francisco 49ers, kneeling during the national anthem before games to protest racial injustice against minorities, particularly African-Americans, in the United States. In March 2017, Kaepernick opted out of his contract with San Francisco, making him a free agent. And for more than a year and counting, he’s gone unsigned by all 32 NFL teams.
Since he began kneeling, Kaepernick has sparked a movement of player protests across multiple sports and leagues, donated $1 million to “organizations working in oppressed communities” and been named GQ’s Citizen of the Year. So that brings us to one question: Why does Adidas need Colin Kaepernick in the NFL to sign him?
The answer is the brand, which is endorsed not just by athletes but also by rappers, singers and fashion designers, doesn’t — and here are three reasons why.
Adidas is a lifestyle brand
At its foundation, Adidas is a global sports brand. Yet at its essence, Adidas is a cultural lifestyle brand. You probably can’t tell us what Adidas cleat Lionel Messi is rocking on the pitch, but you certainly know the name of Kanye West’s culture-shaking lifestyle sneakers: the Yeezy Boosts. In December 2017, the brand released an ad titled Calling All Creators, which featured the likes of the brand’s top endorsees, including nonathletes such as Pharrell Williams, Pusha T and Alexander Wang. You can’t tell us Kap wouldn’t have fit into the brand’s one-minute short film (with his Afro perfectly picked out), and the campaign’s overarching message as the creator of one of the most impactful social movements of his generation.
adidas has embraced the pasts of other endorsees
We’re not here to judge people’s pasts; however, let’s check the receipts of two musical artists whom Adidas has signed to endorsement deals. Murder Was the Case is the name of Snoop Dogg’s 1993 track and 1995 movie that both tell the story of the first- and second-degree murder charges of which he was acquitted at the beginning of his career. Nowadays, Snoop is the inspiration behind multiple Adidas shoes and football cleats. On The Clipse’s 2002 record “Grindin’,” Pusha T spits, From ghetto to ghetto, to backyard to yard, I sell it whipped, unwhipped, it’s soft or hard. The Virginia MC isn’t shy about rapping about his history of slanging drugs, and that artistic creativity has contributed to a reputation that warranted a signature Adidas sneaker. But Kaepernick has to be in the NFL to get signed to a deal? C’mon …
Colin Kaepernick is a man of the people
In his first month of protesting back in 2016, Kaepernick led the NFL in jersey sales despite starting the season as a backup quarterback. And by the summer of 2017, his jersey was still selling at a high rate despite him not being on a NFL roster. He boasts a combined 4 million-plus followers between his Twitter and Instagram accounts and was one of the runners-up on the shortlist for Time magazine’s Person of the Year in 2017. And not only did he walk the walk, he talked the talk by living up to his pledge to give back to underserved communities, with donations of $100,000 a month, for 10 months, to different organizations. (He even donated his entire sneaker collection to the homeless.) For a company like Adidas that’s the brand of the culture, it almost seems like a no-brainer to sign a man of the people like Kaepernick. And why not give him his own signature sneaker too?
Wyatt Cenac can’t fix the world, but he’s sure going to try
The comedian’s new HBO show, ‘Wyatt Cenac’s Problem Areas’ isn’t about identifying everything wrong with the world. It’s about finding solutions.
12:46 PMThe most unusual thing about Wyatt Cenac’s Problem Areas, the comedian and Daily Show alum’s new late-night show for HBO, is its startling focus on finding solutions to complex, scary, seemingly impossible problems.
This approach to late night, to comedy and to, well, life on earth is, frankly, surprising. After all, Cenac, 41, is a self-proclaimed nihilist. And his show, which premieres Friday night, joins a field of late-night comedy shows that, to one degree or another, are about all the ways our hair should be on fire because of nutjobs with too much power. They’re all influenced by the OG of this model, The Daily Show with Jon Stewart, which called out hypocrisy and incompetence. Now we have:
- Last Week Tonight with John Oliver: calls out corruption and incompetence
- Full Frontal with Samantha Bee: calls out sexism and incompetence
- The Rundown with Robin Thede: calls out racism and incompetence
The Late Show with Stephen Colbert: offers a nightly summation of all these things while making us laugh before we’re all vaporized in a nuclear Holocaust.
Perhaps sensing that there’s only so much ha-ha-hair-on-fire programming an audience can take, Cenac has steered Problem Areas in the other direction. While billionaires such as Elon Musk, Jeff Bezos and Richard Branson may be looking for ways to bail on Earth, the vast majority of humans can’t afford to do that. The pragmatic approach, Cenac suggests, would be to make Earth work — you know, while it’s still here. This is particularly amusing given that Cenac’s last show, People of Earth, was a fictional comedy for TBS about a journalist investigating an alien invasion. Apparently the aliens aren’t going to save us.
And so, through 10 episodes, Cenac is taking a look at police violence and what can be done to curb it. His studio audience is composed not of other humans but of Siri and Alexa, and Cenac takes his television audience through his “problem areas” in the comfort of a ’70s news set appointed with lots of wood and earth tones. The show re-examines the death of Philando Castile with expert interviews, including of police officers.
The result is a show unlike anything else on late night, a mix of mirth, seriousness and palpable sensitivity. Problem Areas, whose executive producers include Oliver, Cenac and Oscar-winning documentary director Ezra Edelman, feels like a cross between 60 Minutes and Last Week Tonight, but hosted by a guy whose affect suggests he’s just taken couple of hits off a really good vape pen.
Perhaps most importantly, it’s interested in answering questions that too often are ignored. After showing a clip of the daughter of Castile’s girlfriend attempting to comfort her mother, Diamond Reynolds, while she’s handcuffed in the back of a police car, Cenac asks, “For the people of Philando Castile’s community around St. Paul, what needs to happen for them to feel safer? How do they get a different outcome?”
Can another late-night comedy news show change the world? Probably not. But maybe it can inspire us to think differently. And that’s a start.
Taylor Swift’s cover of Earth, Wind & Fire’s ‘September’ is the bland potato salad Chadwick Boseman warned us about
Seriously, no one thought to suggest another song?
11:14 AMLet’s get the facts out of the way first. Country megastar Taylor Swift’s cover of Earth, Wind & Fire’s 1978 landmark cookout classic “September” is the latest in the Spotify Singles series. Previous installments include Miley Cyrus covering Tom Petty’s “Wildflowers” and Demi Lovato doing Aretha Franklin’s “Ain’t No Way.” There are several other examples, but you get the gist of the blueprint. To be fair, covers are a staple in music dating back before Swift or the internet itself were even born. There’s no denying Swift’s song will introduce the original to an entirely new audience in her massive fan base. And if EWF can get some coins off this on the back end, it quite simply is what it is.
But all that being said, this — this, my friends — is the “bland a– potato salad” King T’Challa was telling us about last week during Black Jeopardy on Saturday Night Live. (Seriously, watch the skit and tell me it doesn’t fit this to a tee.) Swift might very well be a huge fan of the record. Millions of people have a sentimental attachment to “September.” It’s a classic in quite literally every sense of the musical definition. You can’t go to a black family reunion and not hear “September.” You can’t go to a black family’s house over the holidays and not hear the song at some point. And you absolutely can’t go to a wedding reception and not hear it — the first half of the reception because we all know the back half of the reception is when the open bar and twerking commence. This isn’t even hyperbole when categorizing the record as one of the most important of a decade that produced a plethora of timeless anthems and albums. You can’t strip the soul and groove away from a song and expect it to fly. That’s not how this works. That’s not how any of this works.
To keep it a buck with you, I’m not even mad at Taylor. She’s obviously connected to the song enough to want to pay homage. I’m more so mad at everyone else who was in the studio session. Like no one thought to say, “Maybe ‘September’ doesn’t need a banjo in it.” Like no one suggested, “What do you think about [insert another song]?” True story — one time I purposely moved in the barber’s chair when I was 8 or 9. I wanted to get a bald head like Michael Jordan and I had a basketball game that weekend, so in my mind this would all work perfectly. Nevertheless, my mom cursed me out, telling me I “looked more like a bright a– light bulb” than my favorite player. I played horribly that weekend, and it’s all because I went rogue in the barber’s chair. In my mind, that’s what happened on this cover of “September.”
Last but not least, though, R.I.P. Maurice White. And since we’re all gathered here today, we might as well listen to the original.