Colin Kaepernick, the NFL quarterback who sparked a player protest movement by taking a knee for social justice during the national anthem, has just signed on as the centrepiece of an advertising campaign with Nike that will last until 2028.

I have mixed feelings about this.

It might be inevitable, but I always find it distressing when activism is transformed into product. A recent and particularly ham-handed attempt at this occurred when Pepsi used Kendall Jenner as an instrument to co-opt the symbolism of the Black Lives Matter movement in an effort to sell soft drinks.

The ad was a failure in just about every way, but it was particularly stupefying to watch one of the most privileged people on the planet try to show us that drinking Pepsi was actually an act of resistance, and that protest itself was more like going to a really sexy block party than say, having a fire hose turned on you.

No matter, Colin Kaepernick stands on different ground, and everything I have read about him suggests he’s a good and sincere man, one who has quite clearly been denied an opportunity to work because of the way he has been expressing his political beliefs. There are rational, if unappealing, arguments on both side of this issue, but his activism, and the price he’s paid to for it, and the money he has donated to it, seem real enough. So real, in fact, that although he hasn’t actually played football for over 2 years, his jersey is still amongst the top sellers.

Nike, who not long before they signed Kaepernick, extended their deal with the NFL to supply them with uniforms and equipment for the next eight years– at a price in excess of a billion dollars– saw an opportunity to have their cake and eat it, too. The NFL is a monolith, a powerful institution that is comprised of almost 70% black players, players who are almost certain to suffer lasting and severe brain injury as a result of their jobs.

It’s a gladiatorial spectacle that has always exploited it’s workers for the benefit of gamblers and billionaires, and as wonderful as the game might be, the league that governs it is really kind of evil, and in spite of Nike’s deep and longstanding partnership with the NFL, they want to be seen as a white hat corporation. When we see that swoosh, we’re  supposed to think of commitment and excellence and fighting against the odds. We’re supposed to think of character.

Nike doesn’t want us to think about how they enable and profit off a violent and dangerous sport that cares little for the combatants,  so they hire the iconoclastic Kaepernick to sell shoes to us, thus “seizing control of the narrative.” Nike now pays Kaeprnick for his activism. In the old days, people would say they bought him. And so, with Kaepernick as the face of Nike’s campaign, we are to believe that they are the Rebel Alliance and not the Death Star.

We are to believe that Nike is about civil rights, not sweat shops.

Anyway, I don’t begrudge Kaepernick a single thing. I like his protest and I like him, and I hope that the fortune he has now earned makes him happy, and gives him an opportunity to further his activism and do whatever the hell he wants. He has earned that. Just don’t believe that Nike “has seen the light.” No, they’re just presenting the face they think we want to see, while keeping their own concealed.

However, I was curious to see how it might actually unfold in the real world and so I went out to a bunch of Starbuck’s in the Toronto area and tried to engage the staff in conversations about race.

Starbucks

10 Dundas Street East

8:30 pm

Me: Hi.

Barista: Hi.

Me: Are you a fan of the TV show Empire?

Barista: Don’t think I know that one.

Me: Oh. Well, it has an all black cast. Not a single white person on it. After a few episodes you don’t even notice how weird that is. It says a lot about race, I think, and the gritty world of Hip Hop. Very topical considering Ferguson and everything.

Barista: You seem very authentically informed.

Me: Well, I’m a part of Black Twitter, so I feel pretty plugged in.

Barista: I see. What can I get you?

Me: Decaf green tea. Grande.

Barista: I bet you like being white, don’t you?

Me: I don’t really see race.

Starbucks

407 Yonge Street

11:30 am

Me: Hey, anyone interested in rapping about race?

Barista: (foams milk)

Me: (Turning around and facing the customers in the lineup behind me) Anyone?

Guy with an eye patch: This might not be “politically correct” or anything, but I hate the Irish.

Me: Really, the Irish? But they have Leprechauns!

Guy with an eye patch: Exactly, Leprechauns are just about the creepiest thing in the world.

Me: What happened, did you lose your eye to a Leprechaun?

Guy with an eye patch: No, I lost it in a fire. The Irish also cheat at cards, and on their husbands.

Girl in denim jacket: And I have to add that the Muzzies got no business taking over this country, if they want to live here, they should damn well dress like everyone else, am I right?

Me: Hey, this is great, now we’re really starting to get into the hard stuff! How about you, (pointing at a woman on her phone) what do you think?

Woman on her phone: (Gives me the finger)

Me: (To Barista) People are still very uncomfortable talking about race. It’s a real shame, because as painful as it is, we really have so much to learn from one another. We need to be brave.

Barista: You do know that the campaign isn’t taking place in Canada, right?

Starbucks

585 University Avenue

2:00 pm

Me: (To Barista) So, who is your favourite black actor or actress? Supermodels count.

Barista: Why are you asking me this?

Me: I’m trying to start a dialogue about race. I want to find out about your lived experience. Have you ever written a letter to a black celebrity, and if so, was it a hate letter or a love letter?

Barista: It’s never occurred to me to write a celebrity a letter.

Me: Any celebrity, or just black celebrities in particular?

Barista: Any celebrity.

Me: Weird. Not even Pam Grier??

Barista: Look, I got to keep the line moving here, are you going to take that cookie or not?

White people don’t like to believe that they practice identity politics. The defining part of being white in America is the assumption that, as a white person, you are a regular, individual human being. Other demographic groups set themselves apart, to pursue their distinctive identities and interests and agendas. Whiteness, to white people, is the American default.

-Tom Scocca

The police can go to downtown Harlem and pick up a kid with a joint in the streets. But they can’t go into the elegant apartments and get a stockbroker who’s sniffing cocaine.

-Noam Chomsky

Richard exhaled. It was like somebody sprinkling pepper on his wound: Thousands of Biafrans were dead, and this man wanted to know if there was anything new about one dead white man. Richard would write about this, the rule of Western journalism: One hundred dead black people equal to one dead white person.

-Chimamanda Ngozi Adichie

Black and Third World people are expected to educate white people as to our humanity. Women are expected to educate men. Lesbians and gay men are expected to educate the heterosexual world. The oppressors maintain their position and evade their responsibility for their own actions. There is a constant drain of energy which might be better used in redefining ourselves and devising realistic scenarios for altering the present and constructing the future.

-Audre Lorde

The problem is that white people see racism as conscious hate, when racism is bigger than that. Racism is a complex system of social and political levers and pulleys set up generations ago to continue working on the behalf of whites at other people’s expense, whether whites know/like it or not. Racism is an insidious cultural disease. It is so insidious that it doesn’t care if you are a white person who likes black people; it’s still going to find a way to infect how you deal with people who don’t look like you. Yes, racism looks like hate, but hate is just one manifestation. Privilege is another. Access is another. Ignorance is another. Apathy is another. And so on. So while I agree with people who say no one is born racist, it remains a powerful system that we’re immediately born into. It’s like being born into air: you take it in as soon as you breathe. It’s not a cold that you can get over. There is no anti-racist certification class. It’s a set of socioeconomic traps and cultural values that are fired up every time we interact with the world. It is a thing you have to keep scooping out of the boat of your life to keep from drowning in it. I know it’s hard work, but it’s the price you pay for owning everything.

-Scott Woods

All day the radio had been warning of this windstorm and the perils it was bringing to civilization, so amidst the sirens in the distance and falling hydro wires, it was easy enough to think that a new and apocalyptic age was being ushered in. Encouraging these feelings of dread was the fact that the grand jury announcement on the Michael Brown shooting in Ferguson, Missouri, was to be announced in just a few hours.

(Paul McCulloch, father of Robert)

In a defensive, almost combative tone, St. Louis County prosecuting attorney Robert McCulloch (His father was a police officer who was alleged to have been killed by a black suspect when McCulloch was 12-years-old) spoke for nearly 45 minutes, casting aspersions on social media, journalists and Ferguson residents in announcing that officer Darren Wilson would not be charged in the death of Michael Brown.

Nobody was surprised.

This hotly anticipated announcement took place at 9 pm, as if engineered to encourage riots and rebellious protests throughout the night, rather than minimize them. The state was well prepared, of course, and the predictable happened.

It seems that the laws are set-up very specifically to protect police officers from being charged with a crime while in the process of discharging their constabulary duties. This doesn’t feel right. If anything, those wielding power must be held accountable to a higher standard, not freed from one. It is obvious that it’s easier for somebody in power, especially institutional power, to lie and protect that lie, than it is for somebody without power to do so, and if a police officer, with the entire might and authority of his department behind him, kills a teen who does not have a gun,  firing 12 shots that hit him 7 times, then an indictment is essential, if only for the general good of a grieving and shocked community.

It’s widely believed that in America individual rights trump all, that Darren Wilson’s right to protect himself was more important than a community’s right to have the way in which he protected himself tried.

But it often feels like individual rights, the right to “life, liberty and the pursuit of happiness” are merely symbolic, if not smoke and mirrors. It’s the mask America wears, and not the heart beating in the chest.  America seems more interested in protecting private property and capital than it does in the individual rights of people, and nobody lives this reality more painfully and vividly than the African-American community. White fear, a terror that things will be taken from them, has made blacks– who were once property on this soil–an implicit threat, a deadly, almost mystical weapon in and of themselves, that must be dehumanized and controlled, but never truly accepted.