Tag: Shoe

Nike took this route as its biggest representatives — most notably LeBron James and Serena Williams — have spoken out about police shootings of African-American men and problems facing the black community. NBA players in recent years have worn shoes with messages of “R.I.P. — Donald J. Trump (@realDonaldTrump) September 5, 2018 Athletic apparel companies have straddled the entertainment and cultural worlds for years partly with their emulation of black culture — think Run-DMC’s Adidas shoe deal in the wake of the group’s rap hit “My Adidas” and Nike’s “Air Jordan” campaigns featuring Michael Jordan and Spike Lee. And with that shift, Nike is taking the side of its superstar athletes — even if it means alienating Trump supporters and intertwining shoes and politics. Clothing and shoe makers have always had a back-and-forth relationship with minority communities. The relationship began in the 1980s, when Nike, Adidas, Reebok and Converse became staples of black fashion, and African-American youth sought to emulate the stars of the day, like Jordan, Run-DMC and other figures associated with the burgeoning hip-hop culture. Companies “have made millions off of following trends from the black community, and so they have to be cognizant of the feelings of that community,” said Antonio S. Williams, who teaches sports marketing at Indiana University. A company official said “things are going to move in the right direction” under a Trump presidency. Protesters took that as support for Trump and began burning New Balance shoes and posting videos. Nike has likely figured out that its core consumers — the people who regularly buy its sneakers and clothes — are probably the millennials and minority youth who already support Kaepernick or at least don’t mind the stance he is taking, Antonio Williams said.