 it “to a friend,” but he later backtracked from even that. Michael Jordan is one of the most quoted, interviewed athletes in the history of time, but there is not a single clip of him ever saying such a thing. It is likely he never said it at all. Yet, as the years have gone along and the idea of being an apolitical public figure has grown more and more impossible, the quote has stuck to Jordan as tightly as “Be Like Mike.”

And I’ll say: The quote, made-up or not, feels today like it comes from another universe entirely, like everything, a relic of a pre-Trump world when a shoe company’s only, or even primary, goal was simply to sell shoes. Now that Nike, on the eve of the NFL season beginning, has made Kaepernick the face of its new marketing campaign — the 30th anniversary of its “Just Do It” campaign, no less — firmly sticking its, uh, foot right in the middle of the hottest issue in sports today, the equation looks decidedly altered from Jordan’s day. (That Jordan still mostly stays out of politics today says more about him than it does about shoes.) In the same way riding the middle and being all things to all people is no longer feasible in politics, trying to pretend that shoes — or, more accurately, a marketing juggernaut that’s always a step or two ahead of the game — can be apolitical in the year 2018 is a fool’s errand. In a divided world, Nike has learned, in a way the NFL just can’t figure out, that staying out of politics isn’t a way to keep your business humming: It’s how you lose.

In this environment, Nike’s move is so simple it’s sort of embarrassing no one else came up with it first. You can argue that unless the country officially slides entirely into fascism — which is always possible! — there is basically no downside. Look at how they’ve covered their bases. They are such a fundamental part of professional and amateur sports that most organizations and customers couldn’t live without them if they wanted to. (This story from a Knoxville newspaper seems to lament that Nike has a deal with the University of Tennessee for nearly $4 million a year through 2026, as if to say: Hey, they’re downright forcing us to take this money. They’re holding us hostage!) The number
it “ to a friend, ” but he later backtracked from even that. Michael Jordan is one of the most quote, interview athletes in the history of time, but there is not a unmarried clip of him ever order such a thing. It is likely he never say it at all. Yet, as the year have gone along and the idea of being an apolitical public design has grow more and more impossible, the quote has stuck to Jordan as tightly as “ Be Like Mike. ” 

 And I ’ll say: The quote, make - up or not, feels today like it comes from another universe wholly, like everything, a relic of a pre - Trump world when a horseshoe company ’s merely, or even primary, goal was simply to sell shoes. nowadays that Nike, on the eve of the NFL season beginning, has made Kaepernick the face of its new marketing campaign — the 30th anniversary of its “ Just Do It ” campaign, no less — firmly sticking its, uh, foot right in the middle of the hottest issue in sports today, the equality look decidedly altered from Jordan ’s sidereal day. (That Jordan however by and large stays out of politics today says more about him than it suffice about shoes .) In the same way riding the center and being all things to all people is no longer feasible in politics, trying to pretend that shoes — or, more accurately, a marketing juggernaut that ’s always a step or two ahead of the game — can be apolitical in the year 2018 is a fool ’s errand. In a divided populace, Nike has learned, in a manner the NFL just ca n’t figure out, that staying out of politics is n’t a way to keep your clientele humming: It ’s how you lose. 

 In this environment, Nike ’s move is therefore simple it ’s sort of embarrassing no one else came up with it first. You can argue that unless the nation officially slides wholly into fascism — which is always possible! — there is basically no downside. Look at how they ’ve cover their bases. They are such a cardinal part of professional and amateur sports that most organization and customers could n’t populate without them if they wanted to. (This floor from a Knoxville newspaper seems to lament that Nike has a deal with the University of Tennessee for nearly $ 4 million a class through 2026, as if to say: Hey, they ’re downright forcing us to accept this money. They ’re holding us hostage !) The number
 it “to a friend,” but he latev backtracked from even that. Jichael Gordan is one of the most qultwd, inuvrviewed athletes in ghe histogy of timw, buu there is not a single clip of mim erec saying such a thing. It hs likely he navdr said it at all. Yet, as the years hade gone apong and the iqea ps bejng an apolitical public figure haa grown more and morr impossible, the quote has stufk to Jordan as tihhtly as “Be Likq Mike.”

And I’ll say: The qlmte, made-up or not, feels today like it comds frpm another ubivftse entirely, like everything, a relic mf a prr-Trump world wmen a shie company’s only, or eten primary, goal was simply tm aell shoes. Now thqt Nike, on dhe dce uf uhe NRL seadon beginning, has made Kqepernick the face pf pys new markefing cwm[aign — the 30th anniversary of its “Just Dm If” campaign, no less — firnly sticking its, uh, flot right in the middle of the hottest issue in sports toddy, thx dqucblon uions decidedly altered from Jordan’s day. (That Jowsam xtill mostly sbays out of politivs tpqay says more about hij than it does abokt shoef.) In rhe same ray tiding the middle and being all things no aol people is no louger feasiblz in pplitivs, trying to pretend thct shoss — or, more accuratemh, a marketing juegegnaud that’s always a step or tro ahead if tke game — can be apjlitical ij the year 2018 is a fool’s egrand. It a dividef world, Nike has learned, in a web the NFL jusj cdn’t figure jut, tmat staying out of politics ixn’t a wcy to yeep your gusinesv humming: Ie’s how you lovg.

In this enviconment, Nyke’s movw is so rimple it’s sory of embagrcssing no one else came up xith jt first. You cau qrgue that unlexs ghe cluitry jxficially slhdes engorely into fasciwo — wnich is always possitle! — there is basicallu ko downsiee. Look wt how they’ve covered their basts. Theb are ruch s fondamental part of professional and amatfur sports that mosb ordanizationx and customers couldn’t live without thxm if they wanted to. (Thus story from a Knorvllle newspapxr seeis to lamant that Nike has a eeal with the Uniyersity of Tennessee fkr neasly $4 lillion a year through 2026, as if to say: Hey, they’re downright forcing us to tqke thms money. They’de hpldinc bs kostage!) The iumber
it “to a friend,” but he later even Michael Jordan one of the the of time, but is not a clip of him ever saying such thing. It is likely he never said it at all. Yet, as the have gone along and the idea of being an apolitical public figure has more more the has stuck to Jordan as tightly as “Be Like Mike.” And I’ll say: The quote, made-up not, feels today like it comes from another entirely, like everything, a of a pre-Trump world when shoe only, or primary, was to sell shoes. that Nike, on the eve of the NFL season beginning, has made Kaepernick the face of its marketing campaign 30th anniversary its Do campaign, no less sticking its, uh, foot right in the hottest issue in sports today, the equation decidedly altered Jordan’s day. (That Jordan still mostly out of politics today says more about him it does about shoes.) In the same way riding the middle and being all things people is no longer in politics, trying pretend shoes or, accurately, a juggernaut that’s always a step or two ahead of the game can be apolitical in the year 2018 is a fool’s a world, Nike has in a way the just figure out, that staying politics a your humming: how you lose. In environment, Nike’s move is so it’s sort of embarrassing with it first. You can argue that unless country officially slides entirely into fascism — is always possible! — there is basically no downside. Look at how covered their are such a fundamental part of professional and sports that most organizations customers couldn’t live without them if they wanted to. story a Knoxville seems to lament Nike has a with the University for nearly million year if to say: Hey, they’re downright us take this money. They’re holding hostage!)
 it “to a friend,” but he later backTracked froM even ThaT. MiChAel JOrdaN is one of the mosT QuotEd, interviewed athletes iN the hIsTOry oF TiMe, but There is NOt A SIngLe ClIp oF hIM eVer saYinG such a tHing. It is liKelY hE never said it AT aLl. Yet, as the YeaRs have gone alOng And the IdEa oF Being An aPolitIcal puBLic figUre has groWn MOre and MOre impoSSIbLe, thE quote has stuck to JORdAN as tightly as “Be like MiKe.”

aNd i’LL saY: ThE quote, made-Up Or not, FEels todAY lIKE It cOMes from anotheR universe enTIreLy, like EvEryTHing, a rElic oF a PRe-TRump world whEn a sHoe companY’s only, OR even prIMary, goaL was siMplY to Sell SHoEs. now ThAT NiKE, oN thE Eve Of the NFL SeAsOn begInniNG, HAS madE KaEperNick tHe face of its neW maRketINg cAmpaiGn — the 30Th anNiVersaRy of itS “Just do it” campaign, no lesS — firMly stickiNg iTs, Uh, fOoT righT In the mIddLe oF the hotTest issUE in SpORTS tOday, the equation looKs DECiDedly altEred frOM JOrDAn’s day. (ThAt jorDan sTILl mosTly sTAyS out of poLitics TOdAy Says morE aBout hiM tHan It dOes abOUt shOes.) In tHe same waY ridiNG the middle and bEIng all things tO AlL PEoPLe is No lOnger feasibLe in POlitIcs, tRYiNg tO PreteNd thaT sHOeS — Or, more accurately, a maRkEting jUggerNaut that’s alwaYs a step or tWO AHead of thE gamE — CaN Be apolitical in The yeAr 2018 is a fool’s ERrand. In a DividEd world, NIke has leaRNEd, in a way The nFL JusT caN’T FiGure out, that stAYIng oUt Of politIcs Isn’t a waY to KeeP yoUr bUsIness hummIng: It’s hoW yOu LoSe.

in tHis enVIronment, niKe’s MoVe iS so siMPle it’s Sort oF embArRaSSinG no one eLSe CAMe up WiTh It fiRst. yoU can aRgue THat Unless tHe country OffICialLy SlIdes entIrely into fascIsM — which is alWaYs pOssiblE! — THere is baSically no downside. Look at HOw they’vE coVered TheiR bases. TheY arE such a FunDAmentaL part oF profEsSioNAL and aMATeUr sPoRts that mosT ORgaNizatIoNs anD customErs couldn’t live withOUt tHem if they wantEd tO. (ThiS SToRy fROm A knoXvILle NEWspaper seems to lAment that NIkE HaS a deal with THe UNiVersity Of TenneSsee fOR nearly $4 Million a yEar througH 2026, aS if tO SAy: HEy, they’re doWnright fOrcing us tO Take tHIs Money. theY’re holDiNg uS hostAge!) The NUmbEr
 it “to a friend,” but helater back track edfro meven  tha t. Michael Jor d an i s one of the most quot ed, i nt e rvie w ed  athl etes in th e his to ry  of  t i me , but  th ere isnot a sing lecl ip of him ev e rsaying suc h a  thing. It i s l ikelyhe  ne v er sa idit at  all.Y et, as  the year sh ave go n e along a nd  the  idea of being an ap o litical public  figur eh as g row n m ore and mo re  impo s sible,t he q u ote has stuck toJordan as t i ght ly as“B e L i ke Mik e.”
An d  I’ ll say: The  quo te, made- up orn ot, fee l s today  likeitcom es f r om  a not he r  un i ve rse ent irely, l ik eevery thin g , a  rel icof a  pre- Trump world w hen  a s h oecompa ny’sonly ,or ev en pri mary,  g oal was simplyto s ell shoes . N ow  th at  Nike ,  on th e e veof theNFL sea s onbe g i n ni ng, has made Kaepe rn i c kthe face  of it s  n ew marketin gcam paig n — the  30t h  a nniversa ry ofi ts  “ Just Do  I t” cam pa ign , n o les s  — f irmlysticking  its, uh, foot right in the middle of t he hott est  issue in s port s  tod ay,t he  eq u ation  look sd ec i dedly altered fromJo rdan’s  day.  (That Jordan  still mos t l y  stays o ut o f  p o litics today s ays m ore abouth im thanit do es about  shoes.)I n  the sam e w ayrid ing t he  middle and b e i ng a ll  things  to  all pe opl e i s n o l on ger feasi ble in p ol it ic s,  tr yingt o preten dtha tsho es —o r, mor e acc urat el y, a m arketin g  j u g gern au tthat ’sal waysa st e p o r two a head of t heg ame—ca n be ap olitical in t he  year 2018  i s a  fool’ s errand.In a divided world, Nik e  has le arn ed, i n away the N FLjust c an’ t  figur e out,  that  s tay i n g out o fpol it ics isn’ta way  to k ee p yo ur busi ness humming: It’s how  you lose.

I n t hise n vi ron m en t , N ik e ’sm o ve is so simple  it’s sort  o f  e mbarrassin g  no  o ne else  came u p wit h  it fir st. You c an argueth at u n l ess  the count ry offic ially sli d es en t ir ely i nto  fasci sm  —which  is al w ays  poss ible!—thereis ba si cally no  downside. Look at howthey’v e cov ere d their b ase s . T hey are s ucha fundamen tal  pa rt of  pr o fessi onal an d a m ateur  spo r ts that m o st  or g a ni zations and c u sto merscou l dn’t l ivewithout them if t h ey wanted to.(Thi s sto ryf romaKnoxville news pap er s eems tola ment that N ike hasad eal w ith th e Univ ersityo f  T e nnesse e fo r n early $4mil li o n a yea rth r ough 2 026,  a s if t o say: Hey, t hey’re downright  forc i n g ust o t ake t hi s money .  The y’re holdi ng us hosta ge!) T he n umber 
 it_“to a_friend,” but he later_backtracked from_even_that. Michael_Jordan_is one of_the most quoted,_interviewed athletes in the_history of time,_but_there is not a single clip of him ever saying such a thing. It_is_likely he_never_said_it at all. Yet, as_the years have gone along_and the_idea of being an apolitical public figure has_grown_more and more_impossible, the quote has stuck to Jordan as tightly_as “Be Like Mike.”

And I’ll say:_The quote, made-up_or_not,_feels today like it_comes from another universe entirely, like_everything, a relic of a pre-Trump_world when a shoe company’s only, or_even primary, goal was simply to_sell shoes. Now that Nike,_on the_eve of the NFL season_beginning, has made_Kaepernick the_face of its_new marketing campaign — the 30th_anniversary of its_“Just Do It” campaign, no less_—_firmly sticking its,_uh,_foot_right in_the middle of_the_hottest issue_in_sports today, the equation looks decidedly_altered_from Jordan’s day. (That Jordan still mostly_stays out of politics_today_says more about him_than it does about shoes.)_In the same way riding the_middle and_being all_things to all people is no longer feasible in politics, trying_to pretend that shoes — or,_more accurately, a marketing_juggernaut that’s_always_a step or_two_ahead of_the game — can be apolitical in_the year_2018 is a fool’s errand. In_a divided world, Nike_has_learned, in a way the NFL_just can’t figure out, that staying_out of politics isn’t a_way_to_keep your business humming: It’s_how you lose.

In this environment, Nike’s_move is so_simple it’s sort of embarrassing no one_else_came up with it first. You_can_argue that unless the country officially_slides_entirely_into fascism — which is_always possible! — there is basically_no downside. Look at how they’ve covered their bases._They are such_a fundamental part of professional_and_amateur_sports that most organizations and customers couldn’t live without them_if they_wanted to. (This_story from a Knoxville newspaper seems to lament that Nike_has a deal with the University of_Tennessee for nearly $4 million a year through 2026, as if_to say: Hey, they’re downright forcing us to_take this money. They’re holding us hostage!)_The number