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Men's Weekly

Athlete activism or corporate woke washing? Getting it right in the age of Black Lives Matter is a tough game

  • Written by Jessica Vredenburg, Senior Lecturer (Assistant Professor) in Marketing, Auckland University of Technology
Athlete activism or corporate woke washing? Getting it right in the age of Black Lives Matter is a tough gameSacramento Kings players kneel in support of the Black Lives Matter movement before an NBA basketball game, August 6, 2020.GettyImages

So-called brand activism is evolving fast. When Colin Kaepernick first knelt during the US national anthem in 2016, professional football turned its back on him. Now, consumer and sports fan expectations are forcing...

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