Nike, Where’s Your Fight?

This discrimination probe is a test and not in the ways you think.

This is part two of "The Courage Gap," a three-part series on brands, leadership, and what it means to stand for something when it actually costs you something.

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I lost subscribers after my last newsletter. I’ll probably lose more after this one.

I’m okay with that.

I don’t think any brand’s diversity looks like the diversity of its customers. There’s no doubt Nike and others need to work on this. But let me be clear: there has never been a shortage of white people at any of these brands.

Nike is now facing EEOC allegations claiming its diversity, equity, and inclusion programs discriminated against white and Asian men. The timing isn’t coincidental. Politics in the USA has gotten ridiculous. One side is strictly for billionaires and racism, while the other is too passive to stand up for the people who need them most.

I’ve always voted, but I’ve never really believed in American politics. What I’ve always believed in is sports. And brands. That sounds weird as I type it, but stick with me…

Brands like Nike used to stand up for athletes. They stood behind Colin Kaepernick when it seemed like the entire country was telling them not to. They supported Serena Williams when she faced discrimination at the French Open over her catsuit. They championed Caster Semenya when athletics governing bodies tried to force her to take medication to compete. They backed transgender athletes. They’ve run campaigns celebrating Muslim women athletes wearing hijabs. They’ve made statements about Black Lives Matter.

These weren’t easy decisions. These cost Nike business in certain markets. These pissed people off. But Nike did them anyway, because the brand stood for something beyond profit.

Do The Right Thing art installation on Nike’s campus in Beaverton, Oregon.

So where is that Nike now?

When the going gets tough, you turn to your leaders. When the Chicago Bulls absolutely needed to win, they leaned on Michael Jordan. The footwear industry needs Nike to lead by example.

Instead, we’re watching atrocities happen around the country at the hands of ICE. I saw a photo of one of them wearing Air Force 1s and it got me thinking... how come no brands are condemning this stuff? Especially brands based in Portland, where your neighborhoods are being terrorized. Where your employees’ communities are under attack.

We know Phil Knight is a massive Republican donor while patronizing the very people his party continues to oppress. But he’s no longer in charge. It’s a new day. New leadership. New opportunity to show what Nike actually stands for when it’s tested.

Nike’s mantra is that if you have a body, you’re an athlete.

Well, it’s time for Nike to show what a great athlete does when a bully comes around. When your team is being attacked. Where’s the leadership? Where is the fight? Where is the inspiration you’ve given millions of us for decades when the going gets tough?

Because right now, it feels like Nike is staying silent when silence is complicity.

The brand that told us to “Just Do It” seems paralyzed. The brand that championed underdogs and outcasts and athletes the world tried to silence... is quiet.

I get it. Standing up is hard. It’s expensive. It pisses off shareholders and politicians and customers who were never really on your side anyway. But Nike didn’t become Nike by playing it safe. Nike became Nike by betting on athletes everyone else wrote off. By taking risks. By standing for something.

Diversity programs exist because without them, companies default to hiring people who look like the people already in power. The people filing these complaints aren’t being oppressed. They’re upset that the playing field got slightly more level, and they can’t handle the competition.

Nike doesn’t need to defend every policy perfectly. But they do need to stand up and say clearly: we believe in diversity. We believe in equity. We believe that our products are for everyone, so our company should reflect everyone. And we’re not backing down because some people are uncomfortable with progress.

If Nike won’t do that, then what exactly does the brand stand for anymore?

I’m asking because I want to believe. I’ve spent 20+ years in this industry and decades more obsessed with The Swoosh. I’ve defended Nike more times than I can count. I’ve explained the vision, the innovation, the cultural impact. I’ve believed in what the brand could be.

But belief requires action. And silence in the face of attacks on the people Nike claims to champion... that’s not neutrality. That’s choosing a side.

Standing up for the marginalized and oppressed will never be on the wrong side of history. I’ve been a fan of Nike long enough to remember countless “Equality” branded Swoosh logos. Playing nice with evil people is the opposite of equality.

I know these expectations are high. Maybe even too high. But as a fan, ask yourself if you ever thought your expectations for MJ, Kobe, or any other favorite athlete were ever too high. I’d be willing to bet you wouldn’t be nearly the fan you are if you didn’t have unrealistic expectations and sometimes delusional hope that your favorite players would pull off a miracle for your team. That’s how I see Nike in this moment. I want to be the super fan I was in the past.

So I’m asking: Nike, where’s your fight?

The athletes you’ve championed over the years showed up when it mattered. They risked their careers, their reputations, their safety to stand for something bigger than themselves.

It’s your turn now.

Come on, Nike.

Just do it.

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If you work at Nike and want to talk about this, my inbox is open. If you think I’m wrong, tell me why. But if you agree and you’re frustrated too... talk to your people. Because change doesn’t happen when everyone stays quiet. I’m leaving these latest posts public, so please feel free to share them. If you want to support independent sneaker journalism, consider becoming a paid subscriber.