Nike has chosen the star of its 30th anniversary #JustDoIt advertising campaign: Colin Kaepernick.

At first glance, it seems weird for an athletic shoe company to select as its corporate icon someone who is no longer an athlete, and was never a star. At second glance, it gets weirder.

Nike apparently thinks Kaepernick has sacrificed everything, which tells you something about 21st century corporate America. Kaepernick is a multimillionaire whose “sacrifice” consisted of kneeling during the National Anthem, wearing socks depicting police officers as pigs, and generally denouncing his country. Which has led to a second career as a leftist spokesman. That is not exactly a contender in the annals of Greatest Sacrifice Ever.

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