Alex Abad-Santos writing for Vox:
Americans destroying apparel they’ve already paid for to scold a multibillion-dollar company over an ad campaign that promotes rebellion but also is implicitly selling conformity: It sounds like deep-level satire. But that is the world we live in, and it crystallizes some specifics of how the internet outrage machine operates — and how Nike has already won.
I wish I could say I was surprised by the “level” of “outrage” or whatever but I can’t. Just as well, I’m sure Nike will do fine.
The punch line on this joke comes in two parts:
Stop using the troops as an excuse to burn your Nike shit. I’m not your scapegoat. I’m gonna sit over here and continue to buy my Nike stuff, they give military a discount 🤙🏼#NikeBoycott
— Katlin Bellaw (@KatlinBellaw) September 4, 2018
The irony here, of course, is that the Kaepernick ad is itself branding — and in reacting to it, its critics are ensuring that Nike is getting exactly what it paid for.