The sneaker and athletic apparel company Nike announced recently that it would release a line of shoes and other athletic gear to commemorate Black History Month. The line of items will be aptly named “BHM”, or the Black History Month Collection. The athletic gear will be accentuated with African themed designs that will highlight the apparel and shoes. To drive home the marketing of this apparel collection, Nike has opted to feature their most prominent athletes (especially those who have signature sneakers of their own) to be the faces of this campaign.
What’s even more interesting is that this isn’t the first year that Nike has released the BHM Collection. Apparently, the company has been releasing Black History Month-themed shoes and apparel for as early as 2005, when the Pan African flag—the same red, black, and green flag created by the Garvey Movement to promote unity and power among people of African descent across the globe—was featured on the side of the world famous Nike Air Force One sneaker, a shoe originally released in 1982 that ironically was given new life and re-introduced to the world by rap artist Nelly in 2002. At this point in our history, it’s become commonplace to witness multinational corporations rake in the dough from our images, talent, and in this case, our history…without our community ever seeing a dime of the profit.
Nike, like many other major name brand companies in the U.S., thrives off of the Black dollar. Will portions of the sales of the shoes and apparel go towards the families of the slain Black and innocent victims of police brutality? Will portions of the sales of the shoes and apparel go towards reversing the increasing trend of Black unemployment by creating jobs for Blacks here in the States as opposed to outsourcing the labor to third world Asian nations? Time will tell. On the flip side, perhaps this is their way of facetiously “honoring” us by naming one of their marketing campaigns in our honor.
by B. Clark
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