At this point, the rumor of Adidas luring Drake away from Jordan Brand to sign him to an endorsement deal is old news. Now, the multibillion-dollar brand is apparently targeting another big name — one that belongs to perhaps the most polarizing figure in pro sports.
However, according to one of the company’s highest-ranking executives, a partnership with Colin Kaepernick — the accomplished quarterback-turned-social activist (who’s been blackballed from the NFL in the process) — would come under one condition.
“If he signs on a team, we would definitely want to sign him,” said Mark King, president of Adidas North America, on April 13 at Arizona State’s Global Sport Summit. Kaepernick spent the entire 2016 NFL season, then a signal-caller for the San Francisco 49ers, kneeling during the national anthem before games to protest racial injustice against minorities, particularly African-Americans, in the United States. In March 2017, Kaepernick opted out of his contract with San Francisco, making him a free agent. And for more than a year and counting, he’s gone unsigned by all 32 NFL teams.
Since he began kneeling, Kaepernick has sparked a movement of player protests across multiple sports and leagues, donated $1 million to “organizations working in oppressed communities” and been named GQ’s Citizen of the Year. So that brings us to one question: Why does Adidas need Colin Kaepernick in the NFL to sign him?
The answer is the brand, which is endorsed not just by athletes but also by rappers, singers and fashion designers, doesn’t — and here are three reasons why.
Adidas is a lifestyle brand
At its foundation, Adidas is a global sports brand. Yet at its essence, Adidas is a cultural lifestyle brand. You probably can’t tell us what Adidas cleat Lionel Messi is rocking on the pitch, but you certainly know the name of Kanye West’s culture-shaking lifestyle sneakers: the Yeezy Boosts. In December 2017, the brand released an ad titled Calling All Creators, which featured the likes of the brand’s top endorsees, including nonathletes such as Pharrell Williams, Pusha T and Alexander Wang. You can’t tell us Kap wouldn’t have fit into the brand’s one-minute short film (with his Afro perfectly picked out), and the campaign’s overarching message as the creator of one of the most impactful social movements of his generation.
adidas has embraced the pasts of other endorsees
We’re not here to judge people’s pasts; however, let’s check the receipts of two musical artists whom Adidas has signed to endorsement deals. Murder Was the Case is the name of Snoop Dogg’s 1993 track and 1995 movie that both tell the story of the first- and second-degree murder charges of which he was acquitted at the beginning of his career. Nowadays, Snoop is the inspiration behind multiple Adidas shoes and football cleats. On The Clipse’s 2002 record “Grindin’,” Pusha T spits, From ghetto to ghetto, to backyard to yard, I sell it whipped, unwhipped, it’s soft or hard. The Virginia MC isn’t shy about rapping about his history of slanging drugs, and that artistic creativity has contributed to a reputation that warranted a signature Adidas sneaker. But Kaepernick has to be in the NFL to get signed to a deal? C’mon …
Colin Kaepernick is a man of the people
In his first month of protesting back in 2016, Kaepernick led the NFL in jersey sales despite starting the season as a backup quarterback. And by the summer of 2017, his jersey was still selling at a high rate despite him not being on a NFL roster. He boasts a combined 4 million-plus followers between his Twitter and Instagram accounts and was one of the runners-up on the shortlist for Time magazine’s Person of the Year in 2017. And not only did he walk the walk, he talked the talk by living up to his pledge to give back to underserved communities, with donations of $100,000 a month, for 10 months, to different organizations. (He even donated his entire sneaker collection to the homeless.) For a company like Adidas that’s the brand of the culture, it almost seems like a no-brainer to sign a man of the people like Kaepernick. And why not give him his own signature sneaker too?