Page 10 THE EVERETT ADVOCATE – Friday, July 19, 2019 ~ GUEST COMMENTARY ~ Betsy Ross recall is a cheap moral stand By Lewis Waha N ike courted controversy when it cancelled a new line of Betsy Ross flag– stitched sneakers just before the Fourth of July. The American shoemaker, valued at over $130 billion, pulled the shoes after former NFL quarterback and company spokesperson Colin Kaepernick worried on Twitter that the flag was a racist symbol. Anyone claiming moral leadership ought to consider why there was a backlash. It’s not simply due to middle America’s hypersensitivity to the trashing of national symbols. The hypocrisy is real when a major corporation represents itself as “moral” to a narrow constituency while at the same time putting off everyone else. Aggravating cultural division in a time of deep polarization is anything but moral. Some observers explain away Nike’s offensive move as consistent with its established branding strategy. The Wall Street Journal reports that the shoemaker’s core customers – adolescent males – value brands that “get involved in social issues, have a moral message and express views even if they are controversial.” On CNBC, one CEO observed, “When you start to stray into using a version of the flag that has different meaning for different people, that’s a line you don’t want to cross.” Never mind that flags, like all symbols, always mean different things to different people. The above observations * A Delta Dental Premier Provider Award-Winning Landscaping Servicing the North Shore for over 38 Years Dr. Mario Abdennour, Dr. Bhavisha Patel, Dr. Priti Amlani, Dr. Bruce Goldman and team. notwithstanding, the sneaker flop contradicts Nike’s branding at least two ways. First, recall the company capitalized on Kaepernick’s image last fall with an ad featuring his face and the caption superimposed: “Believe in someBETSY ROSS | SEE PAGE 18 NOW BOOKING NEW CUSTOMERS! DON’T WAIT! Call 781-321-2074 Pavers * Walkways * Patios * Driveways * Pool Decks Planting * Perennials * Shrubs * Trees New Lawns * Sod * Hydroseed Flowers/Annuals/Mums * Conventional Seeding * Synthetic Complete Maintenance * Cleanups (Spring & Fall) * Lawn Cutting, Edging & Weeding * Lawn Fertilizer Programs * Trim & Prune Shrubs * Mulching, Thatching Interlock Block * Fire Pits * Sitting Walls * Pillers Landscape Lighting * Design * Install * Repair * Night Illumination
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