It was only last month that Nike, having previously nearly parted company with American football star Colin Kaepernick, threw their full weight behind him as the face of their 30th anniversary “Just Do It” campaign.
Their decision was divisive – Kaepernick being the most prominent sportsman to have refused to stand for the playing of the US national anthem at matches. A thousand think pieces were scattered across the news pages and internet as experts and counter-experts debated the relative merits of a huge global sports brand deciding to take sides on something that so testily stands at the intersection of sport, race and politics.
The Guardian asked if “woke business” meant big brands have found a conscience. The Washington Post said that Nike wasn't trying to be “woke” it was just trying to sell shoes. Indeed, the word “woke” appeared quite a lot – enough, ironically, to send one to sleep.