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.

Understand that it’s fucking Mordor.

It’s totally evil.

It really is.

Entertain for a moment the idea that the NFL might actually be nothing more than a flashy delivery system for gambling. The games are just accessories created to facilitate the exchange of a mind-bending amount of money. It’s impossible to calculate how much cash– both legally and illegally– is bet on the NFL each year, but it’s hundreds of billions of dollars. It might be a trillion. The NFL, and the owners of each of the the 32 teams that comprise the league, make pornographic amounts of money– so much so that even the pathologically greedy Donald Trump wanted in on the action back in the 80’s.

Working beneath these overlords are the players. About 70% of them are black, and the average length of a career is about 3 1/2 years. It is a brutal, collision-based sport, but beyond the mechanical failure of knees, hips and such, there is CTE, a brain disease that virtually every football player seems to acquire due to the concussive nature of the sport. And because the NFL is evil, they withheld this information from the players even as symptoms set in and raged amongst them.

Essentially, what the NFL does is hire people to engage in combat while America bets on who the winner will be.

It’s the bread and circuses we’re fed.

The game itself is about martial precision rather than athletic improvisation. The players are armoured and anonymous, strategically deployed by the technocrats on the sidelines, and whatever exuberance or individuality they bring to the game is swiftly crushed. When celebrating and dancing after a touchdown became a thing, the league outlawed it. It was considered “disrespectful,” ( but not in the same way that calling a team The Redskins might be “disrespectful”) which put another way means it was considered too black. In effect, they took an African-American product, subordinated it to the tastes of a conservative white audience, and profited obscenely from it.

Colin Kaepernick, a talented black quarterback, ( It was not that long ago that a black quarterback in the NFL was unheard of, the belief being that they didn’t have the “faculties” to perform the job) began the practice of taking a knee during the national anthem as a protest against against racial injustice.

He was subsequently black-balled from the league, even though his talents should have been in high demand. In his absence, others players stepped up to continue the practice, all of which came to a head when Trump started calling for the sons of bitches to be fired. This cynical and amoral manipulation of existing divisions in the nation forced the players and owners to respond.

Siding with those who are against racial injustice and for freedom of expression seems like a pretty obvious choice. I mean, this is a no-brainer, right? History is unfolding in such a way that it’s forcing people to make a choice, whether they want to or not, and many players took the knee. And the photographs–all so familiar, inevitable and urgent– were deeply moving. They gave me chills, and for a moment it was easy to believe that things might finally be changing for the good.

But then again, this movement was taking place largely within the pitiless machine that is the NFL, and so many sought a middle road that they hoped wouldn’t interrupt any revenue streams. The Dallas Cowboys, led by their owner, took a knee before the anthem, and then standing, locked arms as a team during the anthem.

It was a muddle of a message, one that managed to suggest the players had some sort of solidarity with ownership instead of a grievance with institutional racism, but that was the point. It was supposed to mean all things to all people. Ultimately, they co-opted the symbolism of Kaepernick’s protest to support the idea of “protest” without actually joining the protest. It was nothing more than damage control, a gesture as empty of meaning as a Pepsi commercial, and one more thing the NFL can add to it’s wall of shame.