In recent days organisations across the sporting landscape – from sportswear brands and sponsors, to governing bodies, leagues, teams and players – have posted social content supporting the protests and taking a stand on racial injustice and police violence on a scale never seen before.
Back in 2016 during Trump’s divisive election campaign most corporates sought to keep a low profile and cited a desire to keep out of politics and the few brands that did seem to take one side or the other – such as Nike, New Balance and Under Armour – saw both support and vitriol (including plenty of social shoe burning posts).
The landscape has clearly shifted in the last four years, while some acted more decisively than others, overall it is clear that May/June 2020 saw far more brands, teams and stars show solidarity with the protests around the brutality faced by black people and communities across the US than previously.
While a few committed, values-based and braver brands – like Nike – created more comprehensive campaigns around the protests, most primarily used social media to align with the movement through generalised statements linked to widespread hashtags such as #BlackLivesMatter and #JusticeForFloyd and/or participating in #BlackOutTuesday.
There is even a sense of some jumping on a bandwagon after realising how widespread the protests and their support has become in the US and beyond.
But are these displays of social solidarity genuinely meaningful and what actions beyond digital words of support could/should the sports community be taking if they want to genuine enact positive change and end systemic racism?
While most feel brands have some degree of influence on various levels – from marketing and values to manufacturing methods, through employment practices and even lobbying – as well as social media posts companies and organisations should reflect on how they operate and what their priorities are rights across their businesses.
It’s not just a matter of social media posts, management statements and CEO PR-led interviews in the wake of tragedies and associated protests, but ensuring genuine equal opportunities through to always-on advocacy for minority candidates and employees, as well as ending minority exploitation in the pursuit of low costs and maximum profits.
Sporting Social Protest Support Stand-Outs
Sportswear Brands:
Adidas
Nike’s arch rival Adidas took the unusual step of sharing/amplifying Nike’s own protest support content across its own channels with the comment: “Together is how we move forward. Together is how we make change.”
Together is how we move forward.
Together is how we make change. https://t.co/U1nmvMhxB2— adidas (at) (@adidas) May 30, 2020
Brooks Running
Brooks Running also shared the Nike clip on its Twitter account with the caption “When we all step up, the world steps forward.”
https://twitter.com/brooksrunning/status/1266813575739269120
When we all step up, the world steps forward. https://t.co/SSrfyqAXm9
— Brooks Running (@brooksrunning) May 30, 2020
Fabletics
Fabletics, a US online subscription retailer of women’s athleisure sportswear, also posted support.
Fila
Fila used Instagram to announce a donation of $100,000 to Black Lives Matter and encouraged its followers to ‘take the necessary steps alongside us for a more equal and just tomorrow’.
Merrell
Outdoor brand Merrell also posted a strong message of support on Instagram, “No matter who you are, where you came from, who you love or how you move, we should all be able to safely enjoy the power of being outside, or wherever life takes us. We recognize that not everyone has the privilege to get outside safely and without fear.”
New Balance
The sportswear brand called for peaceful action and urged its Instagram followers to sign the petition for Justice for George Floyd and declared that it cannot be silent on key issues.
Puma
Puma used its social channels to post a definition of the word ‘reform’ and announced financial support for the Minnesota Freedom Fund while also encouraging followers to also donate to the cause saying “We need to take action together.”
Reebok
Reebok ran a series of three text-led black and white photo posts. The first read: “Without the black community, Reebok would not exist. America would not exist”. The second said: “We are not asking you to buy our shoes. We are asking you to walk in someone else’s. To stand in solidarity. To find our common ground of humanity.” While the final post contained the lines: “To the black community: We see you. We stand in solidarity with you. This can no longer be the status quo.”
Stadium Goods
Stadium Goods’ social channels acknowledged the black community’s contributions to defining the urban streetwear landscape and sneaker/trainer culture: “We are a company built on community, and our community is in pain because black members have been victimized by systemic racism for far too long”.
Under Armour
Under Armour’s social statement proclaimed that the company stands for equality and that: “One playing field. One voice. One future where we’re truly equal. Because united, we win.”
Wilson Tennis
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Le Coq Sportif
WSL
Rights-Owners & Properties
NFL
An official message from the commissioner of the NFL promoted across the league’s social channels seeks to show solidarity with the protesters’ reaction to the race equality protests and tragic events across the USA – with specific reference to George Floyd, Breonna Taylor and Ahmaud Arbery – and underscores that the country and the league has much more to do and that there is an urgent need for action. Reaction to the post has been mixed: some are supportive, while others referencing the league’s lack of support for the Colin Kaepernick led #TakeTheKnee peaceful protest.
Ohio State Football
Ohio State Football shares message calling for change in the form of a video featuring players with the following message. “Don’t ignore George Floyd. His senseless killing at the hands of law enforcement has shaken this nation at its core. His death, along with countless others’ has once again brought these injustices to the forefront of our society. For far too long, black Americans have suffered under systems of racism and oppression. This time, it’s different. This time, we’ve had enough. As members of the Ohio State football team, we have a platform not only in Central Ohio but around the globe. With this platform, it is our duty to promote awareness and evoke change. We will no longer stand silent as these issues continue to plague our friends, citizens, neighbours and teammates. We stand in solidarity with the black community and equal rights for all. This is not white versus black. This is everyone against racism. As a team, we’ve committed ourselves to fight for change. And now, we’re asking you to join us.”
#BlackLivesMatter #FightForChange pic.twitter.com/8irD337wEy
— Ohio State Football (@OhioStateFB) June 2, 2020
Liverpool FC
Ahead of training, Liverpool players all took a knee around the centre circle at Anfield in a message of support following the death in police custody of African-American George Floyd in Minneapolis. The team requested a picture of the action, which included 29 players, which was posted with the caption “Unity is strength. #BlackLivesMatter”.
Manchester United FC
Nascar
Sports Stars
Colin Kaepernick
LeBron James
The NBA super star shared a composite image that juxtaposed the visual of Chauvin kneeling on Floyd’s neck and Kaepernick kneeling on the field on Instagram with the words “This…” typed over the policeman and “…Is Why” over the NFL star.
Michael Jordan
A personal statement from Michael Jordan was posted across his own social channels and those of Nike sub-brand Jordan/Jumpman23 expressing the basketball icon’s feeling and reaction to the equality protests across the US. Again, like the NFL’s social statement, while some have reacted positively Jordan’s words, others have questioned why it has taken so long for the former Bulls super star to speak out on racism and take a stand.
Lewis Hamilton
F1 champion Lewis Hamilton used his Instagram Stories to call out his fellow racing drivers and people across F1 who had all stayed silent on the issue. “I see those of you who are staying silent, some of you the biggest of stars yet you stay silent in the midst of injustice. Not a sign from anybody in my industry which of course is a white-dominated sport. I’m one of the only people of colour there yet I stand alone. “I would have thought by now you would see why this happens and say something about it but you can’t stand alongside us. Just know I know who you are and I see you.”
#BlackLivesMatter pic.twitter.com/sBAP5vxLSh
— Lewis Hamilton (@LewisHamilton) May 30, 2020
Serena Williams
Jaden Sancho
First professional hat trick. A bittersweet moment personally as there are more important things going on in the world today that we must address and help make a change. We have to come together as one & fight for justice. We are stronger together!#JusticeForGeorgeFloydpic.twitter.com/ntOtwOySCO
— Jadon Sancho (@Sanchooo10) May 31, 2020
Paul Pogba
Marcus Rashford
#blacklivesmatter pic.twitter.com/LSEeQ61YRz
— Marcus Rashford (@MarcusRashford) June 1, 2020
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